Examining multiple behavioral effects of third-person perception: Evidence from the news about Fukushima nuclear crisis in Taiwan

Abstract

This study focuses on examining the behavioral component of the third-person effect. It explores the self-other perceptual gap concerning the influence of nuclear pollution news on the prediction of different actions: corrective, protective, and promotional. The study analyzes data from a probability sample collected in Taiwan after the news about nuclear pollution from Fukushima was widely reported. The results showed that the discrepancy in self-other perceptions was a significant predictor of multiple behavioral intentions, which included seeking self-protection (e.g., taking iodide pills), supporting corrective actions (e.g., opposing the building of new nuclear power plants), and supporting government-led promotional measures (e.g., launching public educational campaigns on nuclear safety). These results indicate that the behavioral component of the third-person effect extends beyond the realm of willingness to censor.

Keywords::

• third-person effect
• third-person perception
• behavioral effects
• knowledge
• involvement
• media effects
• risk communication
• issue importance
• elaboration

Additional information

Notes on contributors

Ran Wei

Ran Wei (PhD, Indiana University, 1995) is the Gonzales Brothers Professor of Journalism in the School of Journalism and Mass Communications at the University of South Carolina, U.S.A. He is also a Distinguished Guest Professor of Tianjin Normal University, a recipient of the Tianjin Recruitment Program of Global Experts (1000 Talent Plan sponsored by Tianjin) in China. His research interests focus on the processes of mass communication and effects of media messages in various contexts (political, social, promotional, health and risk) that involve a wide range of media channels, both traditional and new.

Ven-Hwei Lo

Ven-Hwei Lo (PhD, University of Missouri, 1985) is a Professor in the School of Journalism and Communication at the Chinese University of Hong Kong. His research interests include news analysis, political communication, and media effects.

Hung-Yi Lu

Hung-Yi Lu (PhD, University of Kentucky, 2005) is a Professor in the Department of Communication and Graduate Institute of Telecommunications, National Chung Cheng University, Taiwan. His research interests include health communication, interpersonal communication, and media effects.

Hsin-Ya Hou

Hsin-Ya Hou (MA, National Chung Cheng University) is a Research Associate at the Department of Community and Family Medicine, National Taiwan University Hospital Yun-Lin Branch, Yun-Lin, Taiwan. Her research interests are health communication and media effects.