Perceptual dynamics of pluralistic ignorance and social distance: public relations practitioners and journalists in South Korea

Abstract

This study examines the social and professional distance characterizing the source–reporter relationship and provides an opportunity to develop a theoretical and methodological model integrating coorientation measures with third-person perceptions. A web survey of 206 public relations practitioners and journalists in South Korea showed both false dissensus and social distance among each professional group as enacted through the source–reporter relationship. Public relations professionals and journalists disagreed with each other and inaccurately predicted responses of the other. Their inaccurate projection of the views of the other profession was greater than their disagreement on two dimensions of conflict and strategy. This study illuminates dimensions of the third-person perception of public relations professionals and journalists, insofar as both journalists and public relations professionals suggested social distance from the other profession similar to the distance they perceived from the general public.