Elihu Katz, Paul F. Lazarsfeld, Elmo Roper

Personal Influence (eBook, PDF)

The Part Played by People in the Flow of Mass Communications

• Format: PDF

Produktbeschreibung

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.

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 434
• Erscheinungstermin: 12. Juli 2017
• Englisch
• ISBN-13: 9781351500203
• Artikelnr.: 48867812

Autorenporträt

Elihu Katz, Paul F. Lazarsfeld, Elmo Roper

Inhaltsangabe

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