Personal Influence: The Part Played by People in the Flow of Mass CommunicationsRoutledge, 2017 M07 12 - 434 páginas 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. |
Contenido
Acknowledgments | |
the Text | |
Four Intervening Variables in the Mass | |
Step Flow of Communication | |
Norms and Networks in the Process | |
The Shared | |
Conformity of Each Other | |
within the Group | |
the Family | |
LifeCycle Position and Fashion | |
Gregariousness | |
Sex Social Status and the Flow | |
Leadership | |
Movie Leadership and | |
Age and the Flow of Influence | |
Mass Media | |
Implications for Mass Media Research | |
from | |
Criteria of Influence | |
A Technique of Confirmation | |
The Place of Impact Analysis in The Study | |
Various Influences | |
Analysis | |
Influence | |
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 | |
Questionnaire | |
On the Analysis of a Followup Flow | |
Gregariousness | |
Consumption | |
Bibliography | |
Index | |
Otras ediciones - Ver todas
Personal Influence: The Part Played by People in the Flow of Mass Communications Elihu Katz,Paul F. Lazarsfeld,Elmo Roper Vista previa limitada - 2017 |
Términos y frases comunes
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