Efekt trzeciej osoby, czyli postrzeganie podatności innych ludzi na wpływ mediów masowych

• Autorzy: Maciej Mrozowski

Warianty tytułu

Third Person Effect or Perception of Other People's Receptivity of the Influence of Mass Media

• Języki publikacji: PL

Abstrakty

Artykuł dotyczy istotnego dla badań medioznawczych problemu skłonności każdej osoby do przeceniania wpływu komunikowania masowego na innych ludzi. Zjawisko to zostało zauważone w nauce dosyć wcześnie, jednak początkowo traktowano je jedynie jako jeden z czynników wzmacniających, osłabiających lub modyfikujących wpływ mediów na odbiorców. Dopiero Davison w artykule opublikowanym na łamach "Public Opinion Quarterly" (1983) wskazał na potrzebę traktowania go jako ważnego i samoistnego elementu warunkującego efekty środków masowego przekazywania. Swoją propozycję nazwał on "hipotezą efektu trzeciej osoby". Efekt ten powinien więc być uwzględniany w badaniach wpływu mediów i badaniach opinii publicznej (a zwłaszcza w interpretacjach wyników tychże badań), przy założeniu jednak, że recepcja przekazów jest procesem złożonym i zindywidualizowanym, a odbiorcy mediów korzystają z nich świadomie i celowo. (abstrakt oryginalny)

EN

The article deals with the problem (quite important for the studies of mass communication) of everybody tending to overestimate the influence of mass communication on other people. This phenomenon was observed by scholars quite early, however at the beginning it was considered to be merely one of the factors intensifying, reducing or modifying the influence of the media on the receivers. It was first Davison in the article published in "Public Opinion Quarterly: (1983) who expressed the need for treating it as an important and independent element conditioning the effects of mass communicating. He named his proposal "hypothesis of the third person effect". This effect should be thus considered in the studies of media influence and in the public opinion research (especially when interpreting their results), but with the assumption that the message reception is a complex and individual process and the media receivers use them consciously and intentionally. (original abstract)

Słowa kluczowe

PL

Środki masowego przekazu; Psychologia jednostki; Publiczność mass mediów

EN

Mass media; Individual psychology; Mass media audience

• Czasopismo: Studia Medioznawcze
• Rocznik: 2003
• Numer: nr 4 (14)
• Strony: 11--28

Twórcy

autor

Maciej Mrozowski

• Uniwersytet Warszawski

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