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

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...

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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/ http://irep.iium.edu.my/75434/ 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

id	iium-75434
recordtype	eprints
spelling	iium-754342019-11-05T06:37:51Z http://irep.iium.edu.my/75434/ Barisan Nasional's GE14 campaign materials: a reversed third-person effect Syed Abdullah Idid, Syed Arabi Souket, Rizwanah JQ719 Elections in Malaysia P87 Communication. Mass media 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. This perception is sometimes referred to as the “first-person” effect claiming that people perceive greater communication influence on themselves than on others. The third-person effect has been studied on cross sections of populations but it is not clear what the effects would be if examined on a longitudinal basis. Applying this paradigm to the Malaysian voter scenario in the 2013 general elections, Idid and Souket (2014) studied the influence of Barisan Nasional’s (BN) political campaign literature on BN voters under two categories- “self” which included themselves, their family, and like party supporters and “others” that included opposition supporters and undecided voters. The study found that BN supporters displayed a positive confidence on the influence of BN’s campaign materials on self (88%) and on others (77%). Hence, a reversed thirdperson effect, that is, a first-person effect was observed for the perceived level of influence of BN’s political communication materials on BN voters. This finding was attributed to the confidence and positive sentiment of BN voters towards their own party communication materials, finding the materials desirable and favourable. The present study investigated the effect of BN’s political campaign literature on BN voters and opposition voters in the recent 2018 general election. The findings of Idid and Souket (2014) study on the 2013 election were then compared to the current study. The study posits that voter confidence is an important factor in predicting voter influence and perceived effect on others that may result in a third-person effect or a reversed third-person effect given two different contextual situations. This longitudinal study addresses the issue of the third person effect during the periods when BN was strong (2013) and when it lost its dominant position in Malaysian politics (2018). Taylor's University Lakeside Campus 2019-06 Article PeerReviewed application/pdf en http://irep.iium.edu.my/75434/1/75434_Barisan%20Nasional%27s%20GE14.pdf application/pdf en http://irep.iium.edu.my/75434/2/75434_Barisan%20Nasional%27s%20GE14_SCOPUS.pdf Syed Abdullah Idid, Syed Arabi and Souket, Rizwanah (2019) Barisan Nasional's GE14 campaign materials: a reversed third-person effect. SEARCH Journal of Media and Communication Research, 11 (2). pp. 1-19. ISSN 2229-872X E-ISSN 2672-7080 http://search.taylors.edu.my/documents/journals/2019-11-2/SEARCH-2019-11-2-J1-1-19.pdf
repository_type	Digital Repository
institution_category	Local University
institution	International Islamic University Malaysia
building	IIUM Repository
collection	Online Access
language	English English
topic	JQ719 Elections in Malaysia P87 Communication. Mass media
spellingShingle	JQ719 Elections in Malaysia P87 Communication. Mass media Syed Abdullah Idid, Syed Arabi Souket, Rizwanah Barisan Nasional's GE14 campaign materials: a reversed third-person effect
description	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. This perception is sometimes referred to as the “first-person” effect claiming that people perceive greater communication influence on themselves than on others. The third-person effect has been studied on cross sections of populations but it is not clear what the effects would be if examined on a longitudinal basis. Applying this paradigm to the Malaysian voter scenario in the 2013 general elections, Idid and Souket (2014) studied the influence of Barisan Nasional’s (BN) political campaign literature on BN voters under two categories- “self” which included themselves, their family, and like party supporters and “others” that included opposition supporters and undecided voters. The study found that BN supporters displayed a positive confidence on the influence of BN’s campaign materials on self (88%) and on others (77%). Hence, a reversed thirdperson effect, that is, a first-person effect was observed for the perceived level of influence of BN’s political communication materials on BN voters. This finding was attributed to the confidence and positive sentiment of BN voters towards their own party communication materials, finding the materials desirable and favourable. The present study investigated the effect of BN’s political campaign literature on BN voters and opposition voters in the recent 2018 general election. The findings of Idid and Souket (2014) study on the 2013 election were then compared to the current study. The study posits that voter confidence is an important factor in predicting voter influence and perceived effect on others that may result in a third-person effect or a reversed third-person effect given two different contextual situations. This longitudinal study addresses the issue of the third person effect during the periods when BN was strong (2013) and when it lost its dominant position in Malaysian politics (2018).
format	Article
author	Syed Abdullah Idid, Syed Arabi Souket, Rizwanah
author_facet	Syed Abdullah Idid, Syed Arabi Souket, Rizwanah
author_sort	Syed Abdullah Idid, Syed Arabi
title	Barisan Nasional's GE14 campaign materials: a reversed third-person effect
title_short	Barisan Nasional's GE14 campaign materials: a reversed third-person effect
title_full	Barisan Nasional's GE14 campaign materials: a reversed third-person effect
title_fullStr	Barisan Nasional's GE14 campaign materials: a reversed third-person effect
title_full_unstemmed	Barisan Nasional's GE14 campaign materials: a reversed third-person effect
title_sort	barisan nasional's ge14 campaign materials: a reversed third-person effect
publisher	Taylor's University Lakeside Campus
publishDate	2019
url	http://irep.iium.edu.my/75434/ http://irep.iium.edu.my/75434/ 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
first_indexed	2023-09-18T21:46:45Z
last_indexed	2023-09-18T21:46:45Z
_version_	1777413500576989184

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

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