Media Schemas, Perceived Effects, and Person Perceptions

Abstract

Media schemas about the power of the media are widely thought to influence perceived media effects and third-person perception, but only one study has shown this, and it did not consider desirable messages. The current research finds focus group evidence for the existence of additional media schemas relevant to estimating effects of pro-social messages, then examines the relationships between media schemas, perceived media effects of desirable and undesirable messages on self and others, and first-, second-, and third-person perceptions. Results indicate that some media schemas can be applied to perceived media effects of self and others, although not exclusively to desirable or undesirable messages. There was no evidence that these schemas are related to first- or third-person perception, but they seem to be better suited to predict the mutual perceived effects of second-person perception.