The third-person effect hypothesis suggests that individuals tend to believe that media messages have a stronger influence on others than on themselves. This phenomenon arises from personal biases, where people overestimate the impact of media on a generalized 'other' while underestimating its effects on their own attitudes and behaviors. This bias may be fueled by social desirability, as individuals prefer to see themselves as unaffected by external influences, thus enhancing their self-esteem.
Historically, sociologist W. Phillips Davison noted this bias when journalists believed that editorials influenced 'ordinary readers' significantly, while they felt immune to these influences themselves. This discrepancy illustrates the third-person effect, showcasing how individuals tend to perceive others as more susceptible to media messages than themselves.
To counteract the third-person effect, individuals can consciously acknowledge their own susceptibility to media influence, actively reflecting on how messages may affect them personally rather than distancing themselves from the potential impact on others.