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Please use this identifier to cite or link to this item:
https://nccur.lib.nccu.edu.tw/handle/140.119/53620
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| Title: | 個人主義／集體主義與第三人效果 |
| Other Titles: | Individualism/Collectivism and Third-Person Effect |
| Authors: | 羅文輝 |
| Contributors: | 國立政治大學新聞學系
行政院國家科學委員會 |
| Keywords: | 個人主義;集體主義;第三人效果;支持限制媒介
Individualism;collectivism;third-person effect;support for mediarestriction |
| Date: | 2008 |
| Issue Date: | 2012-10-17 11:39:01 (UTC+8) |
| Abstract: | 本研究計畫旨在探討個人主義∕集體主義（individualism/collectivism）與第 三人效果間的關係，主要目的有下列兩點：1.在台灣、香港、大陸三地進行比較 研究，探討個人主義∕集體主義與第三人效果認知（third-person perception）的 關係；2.在台灣、香港、大陸三地探討個人主義∕集體主義對第三人效果與「支 持限制媒介內容」（support for restriction of media content）間關係的影響。 過去探討個人主義與集體主義的相關研究，很少探討這兩個概念與媒介效果 間的關係，本研究認為個人主義與集體主義會影響第三人效果認知。由於個人主 義強調個人認同與個人權利，並認為個人是獨立於他人與團體的獨立個體，個人 主義導向較高者，較可能具有較高的樂觀偏差與自我膨脹傾向，因此會傾向認為 媒介對自己的影響較小，對別人的影響較大（第三人效果認知較大）。相對而言， 集體主義則強調團體認同與團體權利，並認為個人和他人及團體具有相互依賴的 關係，集權主義導向較高者，樂觀偏差與自我膨脹傾向較低，因此會認為媒介對 自己與他人的影響差距較小（第三人效果認知較小）。 由於過去探討個人主義∕集體主義的研究，大多在西方與東方國家進行比較 研究，探討個人主義∕集體主義對民眾認知、態度與行為的影響，很少研究嘗試 探討同一文化體系，個人主義∕集體主義對民眾認知、態度與行為的影響（葉蓉 慧、陳凌，2004）。由於個人主義與集體主義彼此並不互斥，可能共存於同一文 化體系中（Kim et al., 1994）因此本研究的主要目的之一，即在血緣文化相同的 台灣、香港、大陸進行比較研究，探討個人主義∕集體主義對三地民眾第三人效 果認知的影響。本研究除了探討個人主義∕集體主義對第三人效果認知的影響 外，也希望了解在台灣、香港、大陸三個華人地區，個人主義∕集體主義對第三 人效果認知的影響是否有所不同。 此外，本研究也認為個人主義∕集體主義可以用於探討第三人效果與支持限 制媒介內容的關係。過去的相關研究發現，「對自己影響的認知」（perceived effect on self）與「對他人影響的認知」（perceived effect on others）都是預測支持限制 媒介內容的顯著預測變項。由於個人主義導向較高者較重視個人權利，而集體主 義導向較高者較重視團體權利，因此就個人主義導向較高者而言，「對自己影響 的認知」應比「對他人影響的認知」更能顯著預測「支持限制媒介內容」；而集 體主義導向較高者，「對他人影響的認知」應比「對自己影響的認知」更能顯著 預測「支持限制媒介內容」。
This proposal is to conduct a study that explores the relationship between individualism/collectivism and third-person effects. The study would have two main objectives: 1) To explore the relationship between individualism/collectivism and third-person effects in Taiwan, Hong Kong and China. 2) To use individualism/collectivism to explore the relationship between third-person effects and support for restriction of media content in Taiwan, Hong Kong and China. Individualism is defined as the broad value tendencies of a culture in emphasizing the importance of individual identity over group identity, individual rights over group rights, whereas collectivism refers to the tendencies in emphasizing the importance of the “we” identity over the “I” identity, group rights over individual rights (Ting-Toomey, 1999). This study suggests that individualism and collectivism will be related to third-person effect. As individualism orientation increases, third-person perception (the perceptual discrepancy between the perceived negative effects of exposure to potentially harmful media content on self and others) increases, while greater collectivism orientation would lead to lower third-person perception. Previous studies examining the behavioral component of the third-person effects (Lo & Wei, 2002; McLeod, Eveland, & Nathanson, 1997; Salwen, 1998) found that both perceived harmful effect on self and perceived harmful effect on others were significant predictors of support for restrictions on media content. The stronger the perceived harm of media messages on self and others, the more likely people would support restrictions. This study proposes that individualism/collectivism moderates the relationship between perceived harmful effects and support for media restrictions. For people exhibiting high collectivism orientation, perceived harmful effect on others would be a better predictor of support for media restriction than would perceived harmful effect on self. For people exhibiting high individualism orientation, perceived effect on self would be a better predictor of support for media restrictions than would perceived harmful effect on others. |
| Relation: | 基礎研究
學術補助
研究期間:9708~ 9807
研究經費:726仟元 |
| Data Type: | report |
| Appears in Collections: | [新聞學系] 國科會研究計畫
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Files in This Item:
| File |
Size | Format | |
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| report.pdf | 735Kb | Adobe PDF2 | 3190 | View/Open |
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