Media Literacy and the Third-Person Effect — Using the 2006 Shih-Hsin University Communication Database as an example

• Main Authors: Shih-Chen Lin, 林士珍
• Other Authors: Mei-Ying Tsai
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/mn24fk

碩士 === 世新大學 === 廣播電視電影學研究所(含碩專班) === 95 === This study is to discuss the relationship between the ability of media literacy and the third person effect. First, make the secondary analysis from Shih Hsin communication database in 2006. Use the quantification research technique to analyze the relationship between media interests, media behaviors and media appraisal by population variety and the ability of media literacy and third person effect. Then, use the depth interview to analyze the third person effect. Shih Hsin communication database in 2006 is based on Taiwan people in 15-64 years old by stochastic sampling method. The whole process is to interview successfully 1100 valid participants face to face, so it is quite precise and with the external effect under the host and detachment conditions. The result shows persons with “higher ability of media literacy” and “third-person effect existed” have the same characteristics: such as “high education”, “high income”, “single”, “administrators”…etc. The differences are people with “higher ability of media literacy” are higher social class but “third-person effect” also exists in the group of low income and students. Because of different media interests, the frequency of using media, the point of view towards media, the importance of media and evaluation of trust from the participants show remarkable differences in “higher ability of media literacy” and “third-person effect”. As to the result of “third-person effect”, it is existed when the sources of information are "a negative", "not needed" and "with the goal" and it complies with the hypothesis of some related study. But “third-person effect” also appears when the information is “positive” and “needed” under certain conditions. The reasons are because the “positive” and “necessity” are “lacked by people”. So the effect to society is bigger than it to a person is needed to be further discussed in the future. Besides, when the study of “the ability of media literacy” and “third-person effect existed” to analyze the groups, the result shows “third-person effect” is not only found in higher ability of media literacy but also in lower one (elder, low income and low education). It helps the hypothesis of this study win some support.