Do Cultural Values Matter? A Cross-Cultural Study of the Third-Person Effect and Support for the Regulation of Violent Video Games

Abstract

This article aims to extend third-person effect research into a cross-cultural context. How and why the third-person perception (perceptual gaps between media effect on self and others) has dissimilar association with the willingness to support regulation of media content in the United States and South Korea is investigated. The survey results demonstrate a larger third-person perception among U.S. respondents than among Korean respondents. Regression and mediation analyses reveal that the different levels of third-person perception mainly result from the direct influence of nationality, while cultural values were not statistically significant in accounting for the third-person perception. In contrast, Koreans show a greater level of support for the censorship of violent video games than Americans. The national difference in behavioral intention is the direct effect of nationality on the intention to support regulation and by the indirect effect of cultural values such as collectivism. In addition, gender, age, religiosity, negative prejudice against violent video games, collectivism, and the presumption of media effects on others contributed to support for preemptive behavioral measures such as censorship. However, more frequent playing of violent video games decreases support for regulation. In addition, the implications for research on third-person perception and the intention to support media content regulation are discussed.