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Personal Influence - The Part Played by People in the Flow of Mass Communications (Hardcover)
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Personal Influence - The Part Played by People in the Flow of Mass Communications (Hardcover)
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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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