Hosted by Dr. Edward Fink, this talk, “Patterns of Media Effect Perceptions: A Critical Examination of the Third-Person Effect Hypothesis”, focuses on Dr. Chung’s studies of third-person effect hypothesis, which revealed that presumed effect on others is a stronger predictor of censorship attitudes than the other-self differential in perceived media effect. He proposes a new way to test both overestimation and underestimation of media effect in light of his recent findings that when the majority opinion in the poll was incongruent with the respondents’ pre-existing attitude, respondents underestimated the amount of attitude change for themselves but overestimated the amount of attitude change of others. His talk also focuses on new directions of the study on media effect perceptions.
Dr. Chung is a visiting scholar in the Klein College of Media and Communication at Temple University, and associate professor in the Department of Journalism and Mass Communication at Sungkyunkwan University. Before joining Sungkyunkwan University, he taught communication for five years at Western Illinois University. He has been studying dynamic belief changes due to exposure to persuasive messages and biases in media effect perceptions.