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외국 위성방송 수신과 제3자 효과
Third Person Effects and the Foreign Satellite Broadcasting

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    This study examined the perceived effect of the foreign satellite broadcasting in Korea. This study emphasized four aspects: 1. the perceptual hypothesis of the third-person effect (respondents will per?eive the foreign satellite broadcasting to have greater effects on other people than on themselves); 2. the behavioral hypothesis (third-person perception will be a positive predictor of support for the foreign satellite broadcasting restriction); 3. the connection between the third-person effect and the public opinion as the circulating relationship (the 1997 study of respondents will perceive the foreign satellite broadcasting to have greater effects on other people than that of 1999"s); 4. the issue influ?ncing the perceived media effects (as degree of social desirability of the foreign satellite broadcasting decreases, the perceived effect of it will increase). For doing this, the perceived effects of the foreign satellite broadcasting on the people were divided into three levels of social desirability: perception of superiority of foreign culture First of all, this study found the perceptual and behavioral hypo?heses. Regarding the connection between the third-person effect and the public opinion, as expected, the 1999 study of respondents per?eived the foreign satellite broadcasting to have smaller effects on other people than that of 1997"s. This finding showed that the change of public opinion about the foreign satellite broadcasting (i. e., gradual increasing of the degree of favorable attitude toward it, based on de?reasing the novelty effect of it and increasing the quality of domestic audio-visual products from 1997 to 1999) would lead people to have smaller perceive effect both on other people and on themselves in the 1999 study than that of 1997"s. In terms of the issue influencing the perceived media effects, unlike our hypothesis, the degree of the third-person effect of the superiority of foreign culture was the smallest among other levels. However, it was a significant predictor for restricting the foreign satellite broadcasting. This result assumed that the effect perceptions would depend on characteristics of issue. In fact, the issue which would imply a certain degree of objection about nationalism, such as the perception of the superiority of foreign culture, would have a more complicate symbolic meaning which could hardly explain by media effect alone. Furthermore, this study sup?orted the possibility that foreign satellite broadcasting restriction would be based on the third-person effect.


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