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A Relationship-Based Approach to Understanding Third-Person Perceptions

The present study examines third-person perceptions using an integrated model which takes into account the relationship between oneself and media messages, oneself and a comparison group, and the perception of the relationship between the comparison group and the message. Respondents were asked to estimate media effects on themselves, as well as perceived media effects on others regarding news coverage of sex scandals concerning priests in the Roman Catholic church. Results suggest that the integrated model can be used to better understand the perceptual component of third-person effects by simultaneously examining issue interest, group categorization, and issue relevance for comparison targets as factors contributing to overall third-person perceptions.