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1、THIRD-PERSONEFFECTSOFNEWSCOVERAGE:ORIENTATIONSTOWARDMEDIAByVincentPrice,Li-NingHuang,andDavidTewksburyThisresearchfocusedonempiricalconnectionsbetweenthird-personeffectsamimediaorientations-generalbeliefsaboutnezvsandcharac-teristicusesofthenewsmedia.Thestudye
2、xaminedthecontributionsofthreegroupsofindependentvariables,includingpoliticalfactors,mediaschemas,andmediause,tothird-personeffects.Resultsofregressionanalysessuggestthateachofthethreegroupsofvariablesismodestlyrelatedtothemagnitudeofthird-personeffects,butnon
3、eindividuallyhasgreatpredictivepozverornecessarilyaltersthird-personeffectsinagivennewsscenario.Finally,themechanismsbywhichdifferentvari-ablesinfluencethemagnitudeofthird-personeffectsclearlyvary.Over-all,theresultssuggestonlymodestconnectionsbetweenindividua
4、ldifferencesinmediaorientationsandthetendencytoexhibitthird-personeffects.Thethird-personeffecthypothesisproposesthatpeoplegenerallythinkthemedia'sgreatestimpact"willnotbeou'me'or'you,'buton'them'-thethirdpersons."'Thistendencytoperceivethatotherpeoplearemoreg
5、reatlyinfluencedbythemediathanourselvescouldwellhaveimportantconsequences.Forexample,membersoffilmboardswhoreviewviolentorpornographicfilmsareunlikelytoadmitadverseeffectsonthemselves.Evenso,theyoftendeterminethatfilmstheyreviewwillinfluenceothers,andonthisbas
6、isdemandchangesorlimitedpublicaccess.Third-personeffectsmayalsounderliestrategicpoliticalbehavior.LangandLangsuggestthatpoliti-calelitesrespondstrategicallytoongoingnewseventsandtoeachother'spublicpronouncementsthroughthemediaonlyafteranticipatingthepublic'sli
7、kelyreaction.Insodoing,politicalelitesmightsystematicallyexaggerateactualpopularresponsestonewsandpropaganda.^Thereareevenlegalramificationsofthethird-personeffect.Inlibeltrials,jurorsarechargedwithdecidingwhetherindividualshavebeenharmedbydefamatorycommuni-ca
8、tions,andifso,toestimatetheextentoftheharmdone.Ifjurorsbelieveothersaremoreaffectedthanthemselvesbythenewsmedia,theycouldendupovercompensatingplaintiffswhosereputationsareperceived
