On The "First-person Effect" In Commonweal Information Communication

"First-person effect" derived from the classical theory of "third person". Itbelieves that when the audiences prefer to suppose that information, which isaccording with social expectation or initiating positive emotion, is more influential tothemselves than others. To investigate the information-influences to different groupsof120testees and to test whether “First-person effect” exists in our New MediaEnvironment, three widespread informations on Weibo are provided in this study. Inadditional, comparing persuade the effect of these different chracteristic informationsis used to find the text, more helpful to realize propagation effect. According to ourresearch,“First-person effect” exists in our country’s New Media Environment,while with some different features in. Firstly, information of desirability is thedetermining factor of "first person effect". Secondly, in New Media Environment,audiences tend to suppose that information has unconspicious influence to them andothers at the level of perception, while their action is beter than others in sequentbehavior aspect. Thirdly, pre-existing position, involvement, and impact factors suchas gender and other demographic variables, which are found in the classic "thirdperson effect”, are not significantly effective. Finally, the transformed modes and thecoordination dimensions in all branches under the generic "third person effect”theorotical frameworks are proposed in this dissertation.