The Third-Person Effect in Communication

In: Public opinion quarterly: journal of the American Association for Public Opinion Research, Band 47, Heft 1, S. 1-15

Abstract

Most persons exposed to a persuasive communication in the mass media Generally suppose this to have a greater effect on others than on themselves. In some cases, such a communication leads to action not because of its actual impact on those to whom it is ostensibly directed, but because others (third persons) think it will have this impact. Several small experiments offering support for this hypothesis are described, & its complementary relationship to a number of concepts in the social sciences is noted. The third-person effect may help to explain the fear of heretical propaganda by religious leaders & the fear of dissent by political rulers. It appears to be related to the phenomenon of censorship in general: the censor never admits to being influenced; it is others with "impressionable minds" who will be affected. 2 Tables. AA.