Personal Influence: The Part Played by People in the Flow of Mass Communications
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. Peter Simonson of the University of Pittsburgh has written that "Personal Influence was perhaps the most influential book in mass communication research of the postwar era, and it remains a signal text with historic significance and ongoing reverberations...more than any other single work, it solidified what came to be known as the dominant paradigm in the field, which later researchers were compelled either to cast off or build upon." 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.
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LifeCycle Position and Fashion
Sex Social Status and the Flow
Movie Leadership and
Age and the Flow of Influence
Implications for Mass Media Research
Criteria of Influence
A Technique of Confirmation
The Place of Impact Analysis in The Study
On Describing the Flow of Influence
Determinants of Gregariousness
Horizontal Flow Pattern
Opinion Leadership and Mass Media Effect
APPENDIX A Choice of the City
On Followup Interviewing
On the Analysis of a Followup Flow
Otras ediciones - Ver todas
Personal Influence, the Part Played by People in the Flow of Mass ...
Elihu Katz,Paul Felix Lazarsfeld
Vista previa limitada - 1966
activities advice analysis arena brand cent Chapter compared concerned consider Decatur decision designatees discussion effectiveness example experts exposure fact factors fashion interest fashion leaders fashion leadership flow of influence follow-up interviews girls greater gregariousness high status homophily idea impact important indicated individual’s individuals interaction interpersonal communication interpersonal relations intervening variable kind Kurt Lewin large family wives Lazarsfeld less life-cycle position life-cycle types magazines marketing leaders mass communications mass media research matrons media influence movie leaders movie-going networks newspapers non-leaders norms opinion leaders opinion leadership opinions and attitudes original respondent patterns personal contacts personal influence political primary group problem proportion public affairs leaders public affairs leadership questionnaire questions radio relationship relative relevant reported role sample situation small group social status specific influence status groups status level suggest Table talk tend Total woman women