On The Third-person Effect In Commonweal Organization Information Communication

So-called the third person effect is common in the process of mass communicationis a kind of cognitive bias, that is to say, people tend to think that others than theirown more easily influenced by mass media information, especially thenegativeinformation on people’s influence subsequent behavior. Since1983Davidsonput forward the hypothesis, the theory has been a lot of field research and prove theexistence of the research.In this study, using the hypothesis in the context of the new media represented bysina weibo, is given priority to with the Red Cross society of China and shenzhen onefoundation of the information transmission effect of public welfare organizations,public welfare organization in the process of information transmission is discussed inthis paper The influence factors of the third person effect, as well as the relationshipbetween the cognitive and subsequent behavior.This study through online questionnaires successfully visited the288respondents,studies have shown that in the context of the new media represented by sina weibo,the third person effect is confirmed its first of all, no matter ever receive such negativenegative information (part1) based on information, group of respondents tend tobelieve others more than oneself and vulnerable to the negative impact of information;However, when no matter ever receive such positive information (part2) based oninformation, respondents group is negative The third person effect phenomenon At thesame time, the height difference of information social expectations, did not affect theparticipants’ perception by a third party, which is similar to previous research,confirmed that the third person perception is an ever-present cognitive biases.Secondly, based on the subsequent behavior under the third person perceptionforward comments behavior against Red Cross initiatives or refused to the Red Crossdonated money and so on, the two do not significantly correlation on the contrary, inthe third person sense is more can cause subsequent behavior of respondents.Finally, this study found that in variable affecting the effects of the third person, thecontact frequency information of significance Social public interest in interpersonal communication Political landscape gender and level of education and no significantcorrelation The self-esteem and subjective knowledge skills are significantlycorrelated It is important to note that in the third person effect in the study, and wassignificantly positively related to the credibility of the information.