This study examined "the third person effect" of an 'anti Chinese' video of YouTube. The video used for this study contains a negative message detesting to Chinese people. Thus, it connects to an ego involvement for Chinese students of this research....
This study examined "the third person effect" of an 'anti Chinese' video of YouTube. The video used for this study contains a negative message detesting to Chinese people. Thus, it connects to an ego involvement for Chinese students of this research. All 11 hypotheses are set for this study, considering with 9 mediating variables that might affect the tendency of 'perceptual bias' on the third person effect of communication. The mediating variables are as followings: pre-existing attitude toward Korean, perception on Korean's attitude toward Chinese, credibility on video message, credibility on the source, interpersonal activity on the issue, number of media contact on daily life, perception on Korean news coverage related to China and Chinese, residential duration, gender.
The questionnaire survey was conducted to two groups of Chinese students who study at the Kyungpook National University. One group is Chinese students who are majoring their own study, and the other is the students who study Korean Language at the Language school in campus.
The e-mail questionnaire sent to the first group for 2 weeks period from Nov. 24th to Dec. 2nd. For the second group, the questionnaires were given at the class(2008. Dec. 2nd). All together 260 responses were collected. The data analyzed by t-test and Pearson's r test. The results of analysis show 5 hypotheses are supported with statistical significance and 6 hypotheses are not supported.
First of all, the main hypothesis of this study which assumes that the third person effect(a 'perceptual bias' between the perception of the effect on other Chinese students and on one self) would be occurred. The hypothesis was supported with statistical significance.
However, at the testing of hypothesis 3 assumes that 'a perceptual bias' will be no relevance to the attitude change about Korean, it found 'the first person effect' when there is attitude change toward Korean. That is, respondents who changes their attitude toward Korean perceives more effect on themselves than others. This result suggests in the case of negative message to the group like this has necessarily engaged ego involvement, thus affects directly an attitude of oneself toward the other group, the Korean in this case. This introduces 'the first person effect' not 'the third person effect'.
Other findings are as follows. The hypothesis 4 which assumes that the respondents give more trust on the content shows less 'perceptual bias of the third person effect' has been also supported. As the case of hypothesis 3, It seems that the respondents has more trust on the message tends to think that the message affects more on oneself than the others. The hypothesis 11 which assumes that the perceptual bias of the third person effect will differ by gender also has statistical support. That is, male respondent have more 'perceptual bias of the third person effect' than female respondents'. It could be interpreted that the cultural factor of patriarchy may affects male's
As an conclusion, this study reaffirms the facts that people tend to think of more communication effect on others than their own. That is, a tendency of 'perceptual bias of the third person effect' of communication. And the study found that there is also a tendency of 'perceptual bias of the first person effect' of communication when a given message is negative with ego involved to the receivers.
，韩语论文范文，韩语毕业论文 |
