This study extends the research of the third-person effect by examining the effect of time span of media message on perceptual and behavioral components of the third-person effect. Using a survey of Hong Kong residents, the study explores perceived media effect of the news coverage of a short- and a long-term issue and the predictor of intention to take action to reduce negative effect. The results revealed no third-person effect by the short-term messages and the reverse third-person effect (first-person effect) by the long-term messages. There was a significant difference in discrepancy between the perceived media effect on self and others (third-person perception) produced by the messages of the short- and long-term issue. The study also found that perceived media effect on self is a stronger predictor of intention to take action to reduce the negative effects of the short- and long-term issue than the third-person effect.