Audience Prototypes and Asymmetric Efficacy Beliefs

Prior research suggests that the third-person effect is related to media schemas, for example, that general audiences are vulnerable to influence. The current study evaluates whether the effect of media schemas depends on more specific audience schemas. Participants read descriptions of four “actors...

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Bibliographic Details
Main Author: Rosenthal, Sonny
Other Authors: Wee Kim Wee School of Communication and Information
Format: Article
Language:English
Published: 2017
Subjects:
Online Access:https://hdl.handle.net/10356/84846
http://hdl.handle.net/10220/41982
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Institution: Nanyang Technological University
Language: English

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