Personal influence; the part played by people in the flow of mass communications, by Elihu Katz and Paul F. Lazarsfeld. With a foreword by Elmo Roper.

; Lazarsfeld, Paul F., 1901-1976, author ; Columbia University. Bureau of Applied Social Research
Glencoe, Ill., Free Press [1955] .

Location Call Number Status Consortium Loan
George Washington
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HM 261 .K27 Available Request
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HM1236 .K38 1955
Other Authors Lazarsfeld, Paul F., 1901-1976,
Columbia University. Bureau of Applied Social Research.
Subjects Comunicação de massa.
Interpersoonlijke communicatie.
Mass media.
Médias et opinion publique.
Opinião pública (psicologia)
Opinion publique.
Public opinion.
Series Foundations of communications research.
Description xx, 400 pages diagrams, forms, tables 22 cm.
Copyright Date [1955]
Notes "A report of the Bureau of Applied Social Research, Columbia University."
Includes bibliographical references (pages 381-393).
Contents pt. 1. The part played by people: a new focus for the study of mass media effects. Section 1: Images of the mass communications process. Between media and mass ; The part played by people -- Section 2: Norms and networks in the process of persuasion: linking small group research with mass media research. An essay in convergence ; Norms and small groups: the shared character of opinions and attitudes ; The role of the group in influencing change: implications for mass media research ; Interpersonal networks: communicating within the group ; The group and the world outside: implications for mass media research -- part 2. The flow of everyday influence in a midwestern community. Section 1: Locating personal influence. Criteria of influence ; A technique of confirmation -- Section 2: The impact of personal influence. The place of impact analysis in the study of influence ; Searching for and assessing the impact of various influences ; Evaluating the impact of various influences ; The role and sequence of various influences ; Some further technical problems ; Variations in impact -- Section 3: The flow of personal influence. On describing the flow of influence ; Marketing leaders ; Fashion leaders ; Public affairs leaders ; Movie leaders ; The two-step flow of communication ; A summary of influences and influentials -- Section 4: Technical appendices and commentaries on the 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).
Network Numbers (OCoLC)657191
WorldCat Search OCLC WorldCat
WorldCat Identities Katz, Elihu, 1926-
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