Graduation Year


Document Type




Degree Name

Master of Arts (M.A.)

Degree Granting Department

Mass Communications

Major Professor

Scott S. Liu, Ph.D.

Committee Member

Artemio Ramirez, Jr., Ph.D.

Committee Member

Roxanne Watson, Ph.D.


attitude toward political talk shows, attitude toward politics, perceived influence of political talk shows, Taiwan


The purpose of this study was to investigate empirically the political talk show phenomenon in Taiwan. Specifically, the study examined the perceived influence of political talk shows on the Taiwanese audience themselves (first-person effect) and others (third-person effect), the attitudinal antecedents of the perceived influences, and attitude toward restrictions on political talk shows. Data were collected from a convenient sample of 1053 adult Taiwanese citizens via an online survey. The results supported the hypothesized relationships between attitude toward political talk shows and perceived influence of the shows on self and others. Results also supported the looking glass perception hypothesis whereby the perceived influence of political talk shows on oneself was projected onto that of others. The perceived influences on self and others were unrelated to attitude toward restrictions, however.