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With COVID-19’s unprecedented impact and ongoing debates on prosocial social distancing and antisocial beach crowd gathering, this study examined the roles of social desirability, social distance marked by race, and social identity in the third-person effect (TPE) of COVID-related news concerning risk perception among Historically Black College and University (HBCU) students. The findings confirmed third- and first-person effects with the perceived influence of antisocial (beach partying) news greater for others than themselves, whereas the self was perceived to be more responsive to the influence of prosocial (social distancing) news. A symmetric interaction between social desirability and social identity indicated that the racial out-group, non-HBCU students in Florida were perceived as more affected by antisocial beach party news, whereas the in-group HBCU peers were perceived as more influenced by desirable social distancing warning news and COVID news in general. The first-person perception and shrunk self-other gap in COVID news influence on HBCU students” concerns may be associated with perceived personal vulnerability and responsibility as well as a political reflection on the government’s handling of COVID. While they presumed favorable media influence on self and the in-group to preserve collective self-esteem, they made realistic threat judgments from perceiving undesirable media influence on their in-group peers’ risky behavior tendency and intended to take preventive actions (staying home) to avoid the health risk. Further, it was the first-person perceptual gap between themselves and the out-group, non-HBCU students that influenced them to heed social distancing warnings.

health communication

Third- and First-Person Effects of COVID News in HBCU Students’ Risk Perception and Behavioral Intention: Social Desirability, Social Distance, and Social Identity