Understanding Person Perceptions: Comparing Four Common Statistical Approaches to Third-Person Research

Abstract

This article addresses whether current methods of measurement are sufficient to reflect all nuances of the third-person effect. We do so by content analyzing all major third-person effect (3PE) articles, assessing measurement and analysis approaches employed by 3PE researchers. We revisit data from two published studies, comparing analytical models that emerged as commonly used by 3PE researchers (i.e., the standard subtractive measure, Whitt's Diamond model, first- and third-person estimates entered separately, and the subtractive measure with self-estimates as a control). Ultimately our analysis helps us understand past research and makes suggestions for research approaches in the future. First, researchers need to more carefully explore the role of first- and third-person perceptions in the behavioral hypothesis. Second, using only one analytical model does not tell the complete story. To that end, we propose a multimodel approach to analyses in third-person research be applied to extant and future work in this area.

Notes

¹Censorship is by no means the only relevant dependent variable in third-person research, although it remains the most explored. The discussion here focuses on this variable because it is widely explored and because a consistent theoretical approach to this variable requires a consistent measurement strategy. Other dependent variables might justify alternative measurement strategies, confounding the issues being discussed.

Note. N = 198. Data originally from McLeod et al. (1997). Avg.= average; 3PP = third-person perception; 1PP = first-person perception.

∗p < .05. ∗∗∗p < .001.

Note. N = 198. Data originally from McLeod et al. (1997). 3PP = third-person perception; 1PP = first-person perception.

∗p < .05. ∗∗p < .01.

Note. N = 359. Data originally from Eveland et al. (1999). Avg.= average; 3PP = third-person perception; 1PP = first-person perception.

∗p < .05. ∗∗∗p < .001.

Note. N = 359. Data originally from Eveland et al. (1999). 3PP = third-person perception; 1PP = first-person perception.

∗p < .05. ∗∗∗p < .001.

Additional information

Notes on contributors

Mike Schmierbach

Mike Schmierbach (Ph.D., University of Wisconsin) is an assistant professor of media studies in the College of Communications at Pennsylvania State University. His research interests include investigating the role media play in prompting issue interest and engagement and exploring the effects of non-narrative aspects of video games, particularly multiplayer elements.

Michael P. Boyle

Michael P. Boyle (Ph.D., University of Wisconsin-Madison) is an assistant professor in Communication Studies at West Chester University. His research interests include news treatment of social protest and effects of news content on issue interest and political participation.

Douglas M. McLeod

Douglas M. McLeod (Ph.D., University of Minnesota) is a professor in the School of Journalism & Mass Communication at the University of Wisconsin-Madison. His research interests include mass media and social conflict and public opinion as well as strategic communication.