第一人或第三人效應？探析全球暖化的二階自他認知差異與影響

First-Person or Third-Person Effects? Investigating the Two-Tier Self-Other Perceptual Disparities of Global Warming and Their Impacts

全球暖化已構成人類的一大挑戰。因媒體訊息的第一人及第三人效應可影響閱聽眾的行為，民眾的暖化訊息又主要來自 媒體，本研究乃以此角度探討民眾對暖化於不同層次的影響認 知與效應。本研究以電話調查法訪問全國 1,074 位民眾，結果發現，全球暖化在民眾的個人層次產生第一人效應，在國家層次則產生第三人效應。個人層次的第一人認知正向影響民眾的 節能減碳意願，國家層次的第三人認知則負向影響推廣環保及 節能減碳的意願。研究建議，媒體應持續關注暖化對臺灣的影響，並加強報導國家的因應政策及減碳行動，以提升民眾對氣候變遷的警覺與環保意願。

Global warming poses a major challenge to humankind. As the first and third person effects of media messages may influence audiences' behavior, this study fills the gap in the literature concerning third-person effect by examining different levels and exploring the perceived effects of global warming at both the individual and national levels. Results from a national survey in Taiwan (n = 1,074) reveal differential self-other perceptual disparities at these two levels. While the first-person effect is observed at the individual level, the third-person effect is observed at the national level. The first-person perception at the individual level positively predicts audiences' willingness to take proactive environmental action, but the third-person perception at the national level negatively predicts audiences' willingness to take promotional and proactive environmental actions. The findings suggest that more news coverage on mitigation policies and emission reduction activities at various sectors and levels may increase audiences' awareness to the phenomenon of climate change and encourage their engagement in proenvironmental behavior.