PERCEIVED IMPACT OF DEFAMATION: AN EXPERIMENT ON THIRD-PERSON EFFECTS

This paper explores the intersection of libel law and communicationtheory that occurs when libel juries assess the effect of adefamatory communication on others. The third-person hypothesissuggests that people often assume others will be more affectedby potentially persuasive communications than they are themselves.An experiment was conducted in which students were exposed toa variety of defamatory newspaper articles. The results confirmedseveral predictions. First, readers estimated that others wouldbe more affected by defamatory messages than the readers themselveswould be. Second, this effect was magnified as the "others"became progressively more distant from these readers. Third,when the defamation was attributed to a negatively biased sourcethe effect was also accentuated: readers themselves discountedthe message, while assuming others would be even more influenced.It is suggested that courtroom assessments of the effects ofdefamatory communications on others may be influenced by suchthird-person perceptions.