Audience prototypes and asymmetric efficacy beliefs

• Main Author: ROSENTHAL, Sonny
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2018
• Subjects: censorship; efficacy; gullibility; Internet use; third-person effect; Communication Technology and New Media
• Online Access: https://ink.library.smu.edu.sg/cis_research/184; https://ink.library.smu.edu.sg/context/cis_research/article/1183/viewcontent/Audience_prototypes_and_asymmetric_efficacy_beliefs.pdf
• Institution: Singapore Management 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 vignettes of four “actors” i...