Wp. Eveland et Dm. Mcleod, The effect of social desirability on perceived media impact: Implications for third-person perceptions, INT J PUB O, 11(4), 1999, pp. 315-333
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.