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Self Versus Others - Media, Messages, and the Third-Person Effect (Paperback)
Loot Price: R1,406
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Self Versus Others - Media, Messages, and the Third-Person Effect (Paperback)
Series: Routledge Communication Series
Expected to ship within 12 - 17 working days
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Self Versus Others explores the third-person effect and its role in
media as a means of persuasion. This scholarly work synthesizes
more than two decades of research on the third-person effect, the
process in which individuals do not perceive themselves to be
impacted by particular messages-such as persuaded to engage in
risky behaviors or encouraged to be violent-but they believe others
will be. Authors Julie L. Andsager and H. Allen White focus their
analysis specifically on the role of media and media messages, and
assert that the third-person effect functions as a means of
persuasion. They explore the underlying concepts and connections
this effect shares with established theories of persuasion and
mediated communication. The only volume to date focusing on the
topic, Self Versus Others demonstrates the significant impact
persuasion has on public opinion, behavior, and policy. As such,
understanding the means through which persuasion can be
accomplished thereby provides a powerful tool. Timely and succinct,
this book: *provides thorough synthesis of third-person effect
literature; *argues that systematic versus heuristic processing
underlies third-person perceptions; and *conceptually links
third-person effects with co-orientation. Intended for
communication scholars with an interest in persuasion, as well as
those in key areas including mass communication, health
communication, and political communication, this book is also
appropriate for advanced courses in persuasion, communication
theory, and campaigns.
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