The Second-Person Effect and Its Role in Formation of Active Issue Publics |
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| Authors: | Edward Frederick Kurt Neuwirth |
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| Institution: | 1. Communication Department , University of Wisconsin–Whitewater , frederie@uww.edu;3. Center for Health and Environmental Communication Studies, Department of Communication, University of Cincinnati , |
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| Abstract: | This article explores the idea that the media encourage audience members to see issues as affecting both themselves and other members of the community—a perception termed second-person effects. The authors argue that second-person perceptions are an integral step toward the formation of active issue publics and significant predictors of a person's willingness to engage in behaviors necessary to resolve an issue. Results also show that second-person effects predominate when predicting intentions to take actions to address an issue. Thus, this supports the proposition that second-person effects are a key component in understanding the formation of active issue publics. |
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