英文摘要 |
In 2012, when Want Want China Times Group was going to acquire the Next Media Group, the government was requested to draft the antitrust law exclusively regulating the media by many civic groups, many of whom were organized online. These groups used Facebook to connect and mobilize effectively. This paper tries to investigate how Facebook users evaluate the influences of the information concerning the sale of the Next Media on themselves by adopting the Third-Person Effect theory (TPE). The research surveyed the Facebook users' cognition and behaviors about the sale of Next Media and hypothesized that people with different levels of issue-involvement may react differently. The survey data finds that: First, Facebook users do not think that the information concerning the sale influences others more than on themselves. Second, issue-involvement is a significant variable to predict the Third-Person Effect. Facebook users with high issue involvement will have 'the Reverse Third-Person Effect'. Finally, the perceived effect on self and the perceived effects on others can positively predict the intentions and behaviors of supporting the censorship of sale of the Next Media. |