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.
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.
Acknowledgments Introduction to the Transaction Edition Foreword by Elmo Roper PART ONE: THE PART PLAYED BY PEOPLE: A NEW FOCUS FOR THE STUDY OF MASS MEDIA EFFECTS Section One: Images of the Mass Communications Process I. Between Media and Mass II. The Part Played by People Section Two: Norms and Networks in the Process of Persuasion: Linking Small Group Research with Mass Media Research III. An Essay in Convergence IV. Norms and Small Groups: The Shared Character of Opinions and Attitudes V. The Role of the Group in Influencing Change: Implications for Mass Media Research VI. Interpersonal Networks: Communicating Within the Group VII. The Group and the World Outside: Implications for Mass Media Research PART TWO: THE FLOW OF EVERYDAY INFLUENCE IN A MIDWESTERN COMMUNITY Section One: Locating Personal Influence I. Criteria of Influence II. A Technique of Confirmation Section Two: The Impact of Personal Influence III. The Place of Impact Analysis in the Study of Influence IV. Searching for and Assessing the Impact of Various Influences V. Evaluating the Impact of Various Influences VI. The Role and Sequence of Various Influences VII. Some Further Technical Problems VIII. Variations in Impact Section Three: The Flow of Personal Influence IX. On Describing the Flow of Influence X. Marketing Leaders XI. Fashion Leaders XII. Public Affairs Leaders XIII. Movie Leaders XIV. The Two-Step Flow of Communication XV. A Summary of Influences and Influentials Section Four: Technical Appendices and Commentaries on fhe Research Appendix A. Choice of the City Appendix B. A Guide to the Questionnaire Appendix C. On Follow-up Interviewing and Analysis Appendix D. On the Construction of Indices (Including a Substantive Addendum on an Index of Popular-Fiction Consumption) Bibliography Index
Acknowledgments Introduction to the Transaction Edition Foreword by Elmo Roper PART ONE: THE PART PLAYED BY PEOPLE: A NEW FOCUS FOR THE STUDY OF MASS MEDIA EFFECTS Section One: Images of the Mass Communications Process I. Between Media and Mass II. The Part Played by People Section Two: Norms and Networks in the Process of Persuasion: Linking Small Group Research with Mass Media Research III. An Essay in Convergence IV. Norms and Small Groups: The Shared Character of Opinions and Attitudes V. The Role of the Group in Influencing Change: Implications for Mass Media Research VI. Interpersonal Networks: Communicating Within the Group VII. The Group and the World Outside: Implications for Mass Media Research PART TWO: THE FLOW OF EVERYDAY INFLUENCE IN A MIDWESTERN COMMUNITY Section One: Locating Personal Influence I. Criteria of Influence II. A Technique of Confirmation Section Two: The Impact of Personal Influence III. The Place of Impact Analysis in the Study of Influence IV. Searching for and Assessing the Impact of Various Influences V. Evaluating the Impact of Various Influences VI. The Role and Sequence of Various Influences VII. Some Further Technical Problems VIII. Variations in Impact Section Three: The Flow of Personal Influence IX. On Describing the Flow of Influence X. Marketing Leaders XI. Fashion Leaders XII. Public Affairs Leaders XIII. Movie Leaders XIV. The Two-Step Flow of Communication XV. A Summary of Influences and Influentials Section Four: Technical Appendices and Commentaries on fhe Research Appendix A. Choice of the City Appendix B. A Guide to the Questionnaire Appendix C. On Follow-up Interviewing and Analysis Appendix D. On the Construction of Indices (Including a Substantive Addendum on an Index of Popular-Fiction Consumption) Bibliography Index
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