Projection or Persuasive Press? Contrary Effects of Personal Opinion and Perceived News Coverage on Estimates of Public Opinion

This study explores the effects of personal opinion and perceived media content on individuals' assessments of public opinion, as well as the curious phenomenon that, although people perceive public agreement with their own point of view, they tend to see press coverage as disagreeable. One hypothesis, based on theories of projection of personal opinion, predicts that people will see public opinion as much like their own, but a contrary outcome is suggested by 2 interrelated hypotheses, the hostile media effect and the persuasive press inference. Data were collected on 4 issues from a large, representative national sample and provided evidence for all 3 effects. Projection received the most consistent support, but findings indicate that this assimilation effect can be substantially offset by media coverage seen as both disagreeable and influential.