Audience Prototypes and Asymmetric Efficacy Beliefs

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

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...