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This study attempts to find a method to examine variables of third-person effects by using question order effect. In the study, social identity was primed by means of alteration of question order so that the respondents could perceive the comparing others in a specific way. The data were collected f...

This study attempts to find a method to examine variables of third-person effects by using question order effect. In the study, social identity was primed by means of alteration of question order so that the respondents could perceive the comparing others in a specific way. The data were collected from adult residents in Ohio, USA(n=524) by a telephone survey in 2003. Respondents provided their perceptions of media effects about two message topics including "negative portrayals of smokers in television programs and movies" and "news coverage of Roman Catholic priest"s sex scandals". Respondents were devide into two groups by the question order. Respondents of the first group were asked to perceive media effects on people in general and then people to whom the messages are relevant (smokers and Catholics). The question order for respondents of the second group were reversed. The results of two-tailed t-tests showed significantly different magnitude of the third-person effects between these two groups suggesting a question order effect but the results varied by the message topic. The question order effects remained after controlling other variables in the analysis of covariance. Reasons of the variance of the question order effect and implications of this study were discussed.

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