Barisan Nasional's GE14 campaign materials: a reversed third-person effect

• Main Authors: Syed Abdullah Idid, Syed Arabi, Souket, Rizwanah
• Format: Article
• Language: English; English
• Published: Taylor's University Lakeside Campus 2019
• Subjects: JQ719 Elections in Malaysia; P87 Communication. Mass media
• Online Access: http://irep.iium.edu.my/75434/1/75434_Barisan%20Nasional%27s%20GE14.pdf; http://irep.iium.edu.my/75434/2/75434_Barisan%20Nasional%27s%20GE14_SCOPUS.pdf; http://irep.iium.edu.my/75434/; http://search.taylors.edu.my/documents/journals/2019-11-2/SEARCH-2019-11-2-J1-1-19.pdf

The third-person effect theory postulates that respondents would deny media’s direct effect on themselves but would perceive the same media as having a greater effect on others. A “reverse” third-person effect happens when the intended influence is perceived to be desirable or intelligent on oneself...