Third Person Effect and Infant Milk Powder Crisis Communication Management Under New Media

Yichen Bai, Shuo Chen

2025

Abstract

This study investigates the Third-Person Effect in the infant milk powder crisis in the era of new media. The findings support the idea that individuals perceive the negative effects of media reports on others as greater in magnitude than actual effects, especially in favoring boycotts of those brands. Age and education appear as determinants for the behavior: Older persons engaged in spreading and corroborating negative news, while the very highly educated were often skeptical of authority but were also more anxious about issues. The study suggests that effective crisis communication strategies must provide counterinformation to demystify the TPE and to restore public faith. Prospective studies ought to investigate the importance of social media data in comprehending the mechanisms of crisis transmission and go beyond cultural perspectives on TPE.

Paper Citation

in Harvard Style

Bai Y. and Chen S. (2025). Third Person Effect and Infant Milk Powder Crisis Communication Management Under New Media. In Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC; ISBN 978-989-758-778-8, SciTePress, pages 431-436. DOI: 10.5220/0013992800004916

in Bibtex Style

@conference{prmc25,
author={Yichen Bai and Shuo Chen},
title={Third Person Effect and Infant Milk Powder Crisis Communication Management Under New Media},
booktitle={Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC},
year={2025},
pages={431-436},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0013992800004916},
isbn={978-989-758-778-8},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC
TI - Third Person Effect and Infant Milk Powder Crisis Communication Management Under New Media
SN - 978-989-758-778-8
AU - Bai Y.
AU - Chen S.
PY - 2025
SP - 431
EP - 436
DO - 10.5220/0013992800004916
PB - SciTePress