This research was supported by an ARC Postdoctoral Research Fellowship held by the first author at the University of Queensland.
Social Identity and Perceptions of Media Persuasion: Are We Always Less Influenced Than Others?1
Version of Record online: 31 JUL 2006
Journal of Applied Social Psychology
Volume 29, Issue 9, pages 1879–1899, September 1999
How to Cite
Duck, J. M., Hogg, M. A. and Terry, D. J. (1999), Social Identity and Perceptions of Media Persuasion: Are We Always Less Influenced Than Others?. Journal of Applied Social Psychology, 29: 1879–1899. doi: 10.1111/j.1559-1816.1999.tb00156.x
- Issue online: 31 JUL 2006
- Version of Record online: 31 JUL 2006
People typically perceive negative media content (e.g., violence) to have more impact on others than on themselves (a third-person effect). To examine the perceived effects of positive content (e.g., public-service advertisements) and the moderating role of social identities, we examined students' perceptions of the impact of AIDS advertisements on self, students (in-group), nonstudents (out-group), and people in general. Perceived self-other differences varied with the salience of student identity. Low identifiers displayed the typical third-person effect, whereas high identifiers were more willing to acknowledge impact on themselves and the student in-group. Further, when influence was normatively acceptable within the in-group, high identifiers perceived self and students (us) as more influenced than nonstudents (them). The theoretical and practical implications of this reversal in third-person perceptions are discussed.