Media Exposure, Perceived Personal Impact, and Third-Person Effect

Abstract

This article examines the influence of perceived personal impact on third-person perception and on protective behaviors in connection with exposure to media coverage of the H1N1 swine flu pandemic. Survey results show that the perceived personal impact of the disease spreading in the local community positively predicts perceived media effects on self and others. However, its impact on self-evaluation of media effect is more salient and, thus, negatively influences third-person perception. In terms of corresponding behaviors, people's concerns for their own safety rather than for others' predict the intention to take protective measures. The greater the third-person perception, the less likely that people will take protective actions.