An Empirical Test to the Third-Person Effects on Reportage of Corporate Social Responsibility
WANG Yong, ZHANG Ersheng, WANG Dazhi
Chinese Journal of Journalism & Communication ›› 2014, Vol. 36 ›› Issue (5) : 157-173.
An Empirical Test to the Third-Person Effects on Reportage of Corporate Social Responsibility
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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