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Communication Research, Vol. 30, No. 4, 414-431 (2003)
DOI: 10.1177/0093650203253366

The Influence of Mass Media and Other Culprits on the Projection of Personal Opinion

Cindy T. Christen, Ph.D.

Iowa State University.

Albert C. Gunther, Ph.D.

Department of Life Sciences Communication at the University of Wisconsin-Madison.

This study analyzed the relative predictive power of four theoretical models that have been tested as explanations for the projection bias—the tendency of people to see others' opinions as much like their own. Our analysis focused particularly on audience processing of information in mass media, and in doing so we proposed a revision of the standard logical information processing model. We tested this set of hypotheses using data from a random telephone sample of 760 U.S. residents who answered opinion items about four current science, environmental, and health issues. The data showed mixed support for the various models but largely supported our conjecture that media coverage will either enhance or diminish the projection bias in predictable directions.

Key Words: projection • personal opinion • public opinion estimates • mass media coverage • hostile media effect • persuasive press inference


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[Abstract] [PDF]