The questionnaire in a study of perceived mass media effects included nine statements about the possible negative effects of the mass media, to which respondents could agree, disagree, or indicate "no opinion," and an open-ended question that asked the subjects what effects the mass media had on them personally. Most of the 340 respondents showed general agreement with the nine statements, especially with those about the harmful effects of advertising; yet their responses to the open-ended question showed that they are not willing to admit that mass media have any power over their personal lives. The researchers interpret the apparent discrepancy in opinions as showing that people use the media as a scapegoat for societal problems, explaining that the elicited discrepancy in beliefs allows people to consider themselves somehow better than other people. (RL)