Reexamine Third Person Effects in the Context of Collective Actions

• In Event: ICA Interactive Paper/Poster Session I
  In Interactive Poster Session: Environmental Communication Interactive Poster Session

Abstract

Abstract
This study employs the third-person effects hypothesis to examine media effects in promoting public engagement in fighting climate change as a collection action.
In line with the collective interest model, which emphasizes that individuals’ decision of participating in collective action depends on their perception of others’ performance and individuals’ worry about free-rider effects would refrain them form taking action, this study reexamined both the perceptual and behavioral components of TPE. A nationally door-to-door survey was conducted in Singapore (N= 705). The results showed that individuals’ perception of others’ media attention leads them to develop third-person perception of media influence. In regards to behavioral component, the more people believe that others are influenced by media messages than themselves; the more likely they would engage in pro-environmental behaviors. This relationship was shaped by attitude, social norms, and collective efficacy.

Keywords: Third Person Effects; Collective Action; Media Effect; Climate Change; Quantitative research

Authors

• Xiaodong Yang, Shandong University

• Liang Chen, Sun Yat-sen University