Personal influence
the part played by people in the flow of mass communications
2nd ed.
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Author
Contributions
- Lazarsfeld, Paul Felix. - Contributor
Publication
2006 - Transaction Publishers, New Brunswick, N.J
Language
English
Word Count
100,000 words, Guess
Page Count
400 pages
Identifiers
- Open LibraryOL20023553M
- ISBN-101412805074
- OCLC Control Number60245406
- Library of Congress Control Number2005043945
- LibraryThing1008250
and 1 more
- Goodreads2671775
Classifications
- DDC303.3/8
- LCCHM1236 .K38 2005
Description
"A report of the Bureau of Applied Social Research, Columbia University." Bibliography: p. 381-393.
Description
"First published in 1955, Personal Influence reports the results of a pioneering study conducted in Decatur, Illinois, validating Paul Lazarsfeld's serendipitous discovery that messages from the media may be further mediated by informal "opinion leaders" who intercept, interpret, and diffuse what they see and hear to the personal networks in which they are embedded. This classic volume set the stage for all subsequent studies of the interaction of mass media and interpersonal influence in the making of everyday decisions in public affairs, fashion, movie-going and consumer behavior. The contextualizing essay in Part One dwells on the surprising relevance of primary groups to the flow of mass communication." "In his introduction to this fiftieth-anniversary edition, Elihu Katz discusses the theory and methodology that underlie the Decatur study and evaluates the legacy of his coauthor and mentor, Paul F. Lazarsfeld."--Jacket.
Subjects
Other Editions
- Personal influence: the part played by people in the flow of mass communications
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