Social categorization and cross-cultural exploration of the third-person effect: Perceived impact of North Korea's nuclear test on the self and comparison targets

Sun-A Park, Jeesun Kim

Abstract


This experimental study explored the perceived media impact of North Korea's nuclear test on South Koreans and Americans to investigate whether a social categorization moderator affects a tendency to think that others will be more affected by the media. The results showed that the third-person perception was not found among South Koreans when in-group and out-group members were compared. We discussed how cultural factors might play a role in the third-person perception between two cultures: collectivistic culture (South Korea) and individualistic culture (America).

https://doi.org/10.1016/j.scoms.2013.04.005


Keywords


Third-person effect; Social categorization; Perceived media impact; Cross-cultural examination

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Copyright (c) 2013 Swiss Association of Communication and Media Research and Università della Svizzera italiana. Published by Elsevier GmbH. All rights reserved.



Studies in Communication Sciences | ISSN: 1424-4896