The effect of social desirability on perceived media impact: Implications for third-person perceptions

This study examines variations in perceptions of media influence based on t he locus of impact (Self vs. other) and the valence of the message (pro-soc ial vs.: anti-social). After reading one of four versions of rap lyrics eit her advocating or condemning violence or misogyny, 406 undergraduates fille d out a survey measuring the perceived impact of songs with that type of ly rics on themselves and on other students. Results replicated previous findi ngs of a third-person perception for the anti-social messages. Based on an ego-enhancement motivational explanation, it was predicted that there would be a reverse third-person perception for the pro-social messages. The find ings did not support this hypothesis, and for the pro-social message regard ing the treatment of women, a traditional third-person perception was found . However, consistent with the ego-enhancement motivational explanation, th e size of the third-person perception differential was significantly greate r for anti-social than for pro-social messages. Implications of these findi ngs:for explanations of the third-person perception were discussed.