企业社会责任报道的第三人效果实证检验
An Empirical Test to the Third-Person Effects on Reportage of Corporate Social Responsibility
第三人效果假说预言了人们在评估大众传播效果时会过分估计媒介对他人的影响比自身大，而由于企业社会责任的外部性特征，新闻媒体对其的报道能引起广泛的影响与关注。本文沿用第三人效果的研究思路，以215个调查样本实证研究了企业社会责任报道的第三人效果，发现大学生群体对企业社会责任报道存在第三人认知偏差，社会距离、个人卷入程度影响第三人认知效果，性别和媒体关注度是影响大学生第三人效果的显著变量。
The third-person effect (TPE) hypothesis predicts that individuals that evaluate the impact of the communication estimate a larger media effect for others than on self. News and media reportage of the Corporate Social Responsibility (CSR) may involve in a widespread impact and concern owing to its externality. This paper followed the idea of third-person effect to explore the effects in relation to the media coverage about CSRwith empirical analysis method. Our results, using survey data of 215 respondents, demonstrated that the third person perceptual bias existed in the college students. TPE was found to be associated with social distance and ego-involvement. Sex and the media attention were signi?cant variables.
the third-person effect / perceived media bias / corporate social responsibility / media coverage
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