While the third-person effect has proved to be a persistent and robust finding, most research on this phenomenon has employed media stimuli with potentially harmful consequences for its audience. We hypothesized that underlying the third-person phenomenon is a human tendency to see the world through optimistic or self-serving lenses. Such an optimistic bias predicts that people will estimate greater media effects on others than on themselves for messages with harmful outcomes, but no difference in effect for beneficial messages.It's a sentiment we often express -"most people believe anything they see in print." But most of us do not mean to include ourselves in this observation about "most people." Susceptibility to the influence of mass media is a quality we ascribe readily to others, but rarely to ourselves.This disparity between the perceived influence of media on oneself and others has been labeled the third-person effect. The first paper detailing this hypothesis reported on four modest experiments,l all suggesting that people think such media fare as political campaigning or television commercials will influence others more than themselves.A growing body of both experimental and field research has corroborated this hypothesis. The third-person phenomenon is a robust finding. It varies among individuals, but it has appeared with compelling consistency across studies.One unanswered question is whether the tendency to estimate greater media influence on others is universal. If it is not, then contingent conditions for the third-person effect may help explain why the phenomenon occurs. Thus, in this research we set out to find conditions that would determine the presence or absence of the third-person phenomenon. Our first task was a search for common elements in previous studies.It is quickly apparent that the message context used in most thirdperson effect research does not serve an audience's self-interest. That is, Journalivm Quarterly VoL 70, No. 1 spring 1983 58-67 81993 AEJMC Albert Cunther is professor in the Department of AgrfcuJtuml]ournaJism at the University of Wisconsin-Madison. Paul Mundy is a communication specialist with the International Institute for RumJ Reconstruction in the Philippines. They would like to thank Woyd Bostian and Kurt Neuwirth for assistance.
ISBN 1 85339 503 X All rights reserved. No part of this publication may be reprinted or reproduced or utilized in any form or by any electronic, mechanical, or other means, now known or hereafter invented, including photocopying and recording, or in any information storage or retrieval system, without the written permission of the publishers.A catalogue record for this book is available from the British Library ITDG Publishing is the publishing arm of the Intermediate Technology Development Group. Our mission is to build the skills and capacity of people in developing countries through the dissemination of information in all forms, enabling them to improve the quality of their lives and that of future generations.The League for Pastoral Peoples is a non-profit organization devoted to advocacy and technical support for pastoralists. Founded in 1992 in Germany, its activities focus on research, training, capacity building and networking in co-operation with partner organizations. LPP seeks to promote the concept of endogenous livestock development utilizing indigenous animal genetic resources and building on local institutions. For further information, contact: League for Pastoral Peoples, Pragelatostrasse 20, 64372 Ober-Ramstadt, Germany. E-mail: goikr@t-online.deTypeset by Paul Mundy, Bergisch Gladbach, Germany Printed in Great Britain by Short Run Press, Exeter DisclaimerThis book is intended to assist those working in situations where resources and veterinary services are limited or unavailable. This book only reflects the knowledge and practice of camel herders, veterinary practitioners and the current veterinary literature available. Readers must use their skill and judgement to apply the principles set out in this book to the circumstances in which they find themelves.The authors, contributors and publisher assume no responsibility for and make no warranty with respect to the results of using the diagnoses and treatments in this book. The authors, contributors and publisher accept no liability for any damage or loss whatsoever resulting from use of or reliance on any information contained in this book.Since this book will enjoy wide distribution, the veterinary procedures, drugs and doses given here do not and cannot comply with all the veterinary drug laws of each sovereign country. Before performing any procedure, giving veterinary advice or using any animal drugs, readers are responsible for familiarizing themselves with the local laws and regulations that apply to the practice of veterinary medicine and drug use in animals and must practise strict adherence to those laws.Similarly, this book is not intended to substitute for the complete prescribing information prepared by each manufacturer for each drug. The package insert and directions for use of every drug product should be read, understood and followed before any drug is administered or prescribed. ForewordThis field manual on camel diseases is a unique publication, combining traditional and modern treatments for the first time. The authors have l...
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