Third-Person Effect and Internet Pornography: The Influence of Collectivism and Internet Self-Efficacy

Within the context of Internet pornography, a survey of both U.S. and South Korean college students (N = 232) examined the influence of individualism-collectivism and media self-efficacy on the third-person effect. Two findings emerged: First, this study demonstrates the third-person effect of the Internet for the first time within Western culture. Participants perceived that Internet pornography's negative effect was greater on others than themselves, and this third-person perception predicted support for Internet censorship. Second, although prior research failed to support conjecture that culture shapes third-person perception, these data show culture as an important antecedent; collectivism diminished third-person perception and subsequent support for Internet pornography censorship. The impact of Internet self-efficacy was not substantial. The influence of collectivism on the third-person effect generally and public perceptions of Internet pornography in particular signals its import to scholars interested in social policy and social influence.