Volume 14, Issue 2
  • ISSN 0957-6851
  • E-ISSN: 1569-9838
Buy:$35.00 + Taxes


This study represents the first cross-cultural investigation of the third person effect hypothesis, which states that individuals overestimate mass media effect on others (Davidson, 1983). It is predicted that the difference between perceived effects of the media on self vs. other will be greater in an individualistic than collectivistic culture, because in the latter self and other are not as separate and the motivation for self-enhancement is not as salient as in the former. Survey data were collected from 671 South Korean (n=351) and U.S. (n=320) college students regarding their perceptions about the effects of beer commercials, liquor advertisements, television news about AIDS, and television news about the effects of smoking. The third person effect of undesirable media content emerged from both American and Korean samples, but the size was consistently greater among Americans compared to Koreans. Likewise, the first person effect was greater among Americans rather than Koreans.


Article metrics loading...

Loading full text...

Full text loading...

  • Article Type: Research Article
This is a required field
Please enter a valid email address
Approval was successful
Invalid data
An Error Occurred
Approval was partially successful, following selected items could not be processed due to error