hypothesis 3rd person

• Media Studies
• Communication
• Linguistics

Third Person Effect Theory | The Media’s Impact on Beliefs

• October 17, 2023 March 31, 2024

In the age of mass media and pervasive communication technologies, understanding how individuals perceive and respond to media messages is of paramount importance. The Third Person Effect Theory is a concept that sheds light on how people tend to believe that media content has a more significant influence on others than on themselves. This article explores the Third Person Effect Theory comprehensively, offering insights into its origins, key principles, and its implications in Media and Communications.

The Origins of the Third Person Effect Theory

The Third Person Effect Theory was first introduced by W. Phillips Davison in 1983. Davison, a communications scholar, conducted a study in which he sought to examine how people perceive the impact of media messages on themselves and on others. He found that individuals tend to believe that media content, such as news reports, advertisements, and entertainment, has a greater influence on others than on themselves. This marked the birth of the Third Person Effect Theory.

Key Principles of the Third Person Effect Theory

Perceived influence on others.

The central idea of the Third Person Effect Theory is that people believe media messages have a more significant impact on others than on themselves. This perception is rooted in the assumption that others are more susceptible to media influence. Therefore, the individual is immune or less affected.

Selective Perception

According to the theory, individuals engage in selective perception, meaning they filter media content to confirm their preexisting beliefs and values. This selective perception leads to a biased view of media effects, as people tend to perceive content that further aligns with their opinions as less influential.

Cognitive Dissonance

The Third Person Effect Theory also suggests that when people encounter media messages that conflict with their beliefs, they experience Cognitive Dissonance . To reduce this discomfort, they may alter their attitudes or distance themselves from the content. This further solidifies the idea that the media has a more substantial influence on others.

Empirical Evidence & Research

Numerous studies have supported and expanded upon the Third Person Effect Theory. In a study by Gunther and Storey (2003), participants were asked to assess the influence of graphic anti-smoking ads on themselves and others. The results indicated that individuals perceived the ads as having a more substantial impact on others. This leads them to underestimate their influence on their own attitudes and also their behaviours.

Another study by Bryant et al. (2000) explored the Third Person Effect within the context of political advertising. The findings suggested that individuals tend to believe that political ads are more persuasive to others. Thus, leading to skepticism about their own susceptibility to such messages.

Implications in Media and Communications

Media regulation & censorship.

The Third Person Effect Theory has implications for media regulation and censorship. People’s belief that media content is more influential on others can lead to calls for stricter regulations and censorship. Thus, to protect the vulnerable, often overlooking individual agency and responsibility.

Public Policy & Advocacy

Understanding the Third Person Effect Theory is crucial for policymakers and advocates. Recognising that individuals may perceive media content as more impactful on others can therefore help tailor communication strategies to target specific audiences effectively.

Marketing & Advertising

In the area of marketing and advertising, the Third Person Effect Theory highlights the importance of understanding consumer perceptions. Advertisers can use this knowledge to craft messages that resonate with individuals’ self-perception while also considering their perception of others.

News Media & Public Opinion

Media outlets must also be aware of the Third Person Effect Theory in the context of news reporting. People’s belief in the influence of news on others can influence public opinion. As such, media organisations should strive for accuracy and fairness in their reporting to mitigate potential misperceptions.

Critiques & Limitations of the Theory

While the Third Person Effect Theory provides valuable insights, it is not without its limitations. Some critiques and considerations include:

Cultural Variations

The theory may not apply universally, as its effects can vary across cultures and societies. Different cultural backgrounds and belief systems can further shape individuals’ perceptions of media influence differently.

Gender & Demographic Factors

Research suggests that gender and demographic factors may influence the Third Person Effect. For example, women may be more likely to exhibit the effect in certain contexts.

The Role of New Media

With the advent of new media and digital communication, the Third Person Effect may evolve or manifest differently. People may also perceive social media and online content in unique ways, requiring ongoing study and adaptation of the theory.

Practical Implications for Media Literacy

Understanding the Third Person Effect Theory can contribute to media literacy efforts. By educating individuals about the theory’s principles, people may become more critical consumers of media content. Thus, recognising their own potential for bias in assessing media influence.

The Third Person Effect Theory, introduced by W. Phillips Davison, provides valuable insights into how people perceive the influence of media messages on themselves and others. Key principles such as perceived influence on others, selective perception, and cognitive dissonance shed light on the biases inherent in media consumption. Empirical evidence supports the theory, with implications in media regulation, public policy, marketing, news media, and more.

However, it’s important to acknowledge the theory’s limitations, including cultural variations and the evolving landscape of new media. To foster media literacy and critical thinking, understanding the Third Person Effect Theory is crucial. By recognising our inherent biases in perceiving media influence, we can then become more discerning consumers of information in the modern media landscape.

Davison, W. P. (1983). The Third-Person Effect in Communication . Public Opinion Quarterly, 47(1), 1-15.

Gunther, A. C., & Storey, D. (2003). The Influence of Presumed Influence . Journal of Communication, 53(2), 199-215.

Bryant, P., Salwen, M. B., & Dupagne, M. (2000). The Third-Person Effect: A Meta-Analysis of the Perceptual Hypothesis . Mass Communication and Society, 3(1), 57-85.