The influence of presumed influence
The influence of presumed influence
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DOI：
10.1093/joc/53.2.199
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发表时间：
2003-06-01
影响因子：
7.9
通讯作者：
Storey, JD
中科院分区：
文献类型：
--
作者：
Gunther, AC;Storey, JD
尽管媒体的直接影响一直是大众传播研究的主要焦点，但最近的理论发展也表明了强大而重要的间接影响。间接效应模型源自第三人称效应假设和相关研究，但描述了更广泛的现象，它提出人们（a）感知消息对他人的某些影响，然后（b）对这种感知做出反应。我们将此模型称为假定影响力的影响力。使用尼泊尔孕产妇保健运动的评估数据对一般模型进行了测试。该活动的一个重要方面是针对诊所卫生工作者的系列广播剧。然而，结果显示，普通人群中的许多女性也听过该连续剧。该计划对这一人群没有直接的积极影响，但我们发现，当他们对诊所卫生工作者目标人群的影响的看法介导时，对他们的态度和报告的行为产生了显着的间接影响。
Although direct influences of media have been the primary focus of mass communication research, recent theoretical developments have suggested powerful and important indirect effects as well. Derived from the third-person effect hypothesis and related research, but describing a broader range of phenomena, the indirect effects model proposes that people (a) perceive some effect of a message on others and then (b) react to that perception. We call this model the influence of presumed influence. The general model was tested with evaluation data from a maternal health campaign in Nepal. A key aspect of the campaign was a serial radio drama directed at clinic health workers. Results showed, however, that many women in the general population also listened to the serial. The program had no direct positive influence on this population, but we found a significant indirect influence on their attitudes and reported behaviors when mediated by their perceptions of impact on the target population of clinic health workers.