Third-person effect

The third-person effect is a cognitive bias where individuals believe that other people are more affected by media messages than they are themselves. This perception can lead people to overestimate the influence of media on others while underestimating its effect on themselves.

How it works

The third-person effect operates on the assumption that people have a self-serving bias, believing they are less susceptible to persuasion and media influence compared to others. This often results in the perception that media has a strong impact on the attitudes and behaviors of 'third persons' but not themselves, thus creating a psychological distance.

Examples

• In politics, a person may doubt that campaign advertisements affect their own voting decisions, yet believe these ads strongly sway other voters.
• A parent might think violent video games could increase aggression in other children while believing that their child is immune to such influence.

Consequences

The third-person effect can lead to support for censorship or regulation of media content due to the belief that others need protection from perceived negative influences. Additionally, it can result in overlooking one's susceptibility to media, thus preventing critical self-reflection about personal media consumption habits.

Counteracting

Counteracting the third-person effect involves increasing media literacy, encouraging individuals to critically evaluate how media messages could be influencing their beliefs and behaviors. It also requires promoting self-awareness and encouraging open discussions about media influence and its broader societal impact.

Critiques

Critiques of the third-person effect include debates about its universality and varying degrees of impact based on individual differences, such as media literacy levels and personal experiences. There's also discussion about whether it may overlap with other biases, such as the optimism bias or the self-serving bias.

Fields of Impact

Also known as

Relevant Research

• The Third-Person Effect in Communication

  Davison, W. P. (1983)

  Public Opinion Quarterly

• The Third-Person Effect: A Critical Review and Synthesis

  Perloff, R. M. (1999)

  Media Psychology