The value of the third-person effect in theory building |
| |
Authors: | Tae Hyun Baek |
| |
Affiliation: | Department of Integrated Strategic Communication, University of Kentucky, Lexington, KY, U.S.A. |
| |
Abstract: | The third-person effect sheds light on the self–other discrepancy in perceived media effects on subsequent behavioral consequences. Despite the practical impetus and growing theoretical interest in the third-person effect, very little attention has been given to evaluating its value and efficacy for a more rigorous theory construction. The current research embraces a holistic approach to assess the worth of the third-person effect in theory building based on the six criteria for the evaluation of theory: explanatory power, predictive power, heuristic value, parsimony, testability, and internal consistency. Building on the discussion of its theoretical merits and limitations, new agendas for the third-person effect research are proposed. |
| |
Keywords: | Third-person effect theory construction middle-range theory self–other discrepancy perceived media influence censorship |
|
|