Personal influence : the part played by people in the flow of mass communications / Elihu Katz & Paul F. Lazarsfeld ; with a new introduction by Elihu Katz and a foreword by Elmo Roper.
2006
303.38 K19p 2006
Available at 3rd Floor
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Title
Personal influence : the part played by people in the flow of mass communications / Elihu Katz & Paul F. Lazarsfeld ; with a new introduction by Elihu Katz and a foreword by Elmo Roper.
Author
Edition
2nd ed.
ISBN
1412805074 (pbk. : alk. paper)
9781412805070 (pbk. : alk. paper)
9781412805070 (pbk. : alk. paper)
Imprint
New Brunswick, N.J. : Transaction Publishers, ©2006.
Language
English
Description
xxxiv, 400 pages : illustrations ; 23 cm
Other Standard Identifiers
9781412805070
Call Number
303.38 K19p 2006
System Control No.
(OCoLC)60245406
(OCoLC)60245406
(OCoLC)60245406
Summary
"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." "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."--Jacket.
Note
T.p. verso: "Originally published in 1955 by The Free Press."
Bibliography, etc. Note
Includes bibliographical references (pages 301-393) and indexes.
Formatted Contents Note
Foreword / Elmo Roper
pt. 1. part played by people : a new focus for the study of mass media effects
I. Between media and mass
II. part played by people
III. essay in convergence
IV. Norms and small groups : the shared character of opinions and attitudes
V. role of the group in influencing change : implications for mass media research
VI. Interpersonal networks : communicating within the group
VII. group and the world outside : implications for mass media research
pt. 2. flow of everyday influence in a midwestern community
I. Criteria of influence
II. technique of confirmation
III. 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. role and sequence of various influences
VII. Some further technical problems
VIII. Variations in impact
IX. On describing the flow of influence
X. Marketing leaders
XI. Fashion leaders
XII. Public affairs leaders
XIII. Movie leaders
XIV. two-step flow of communication
XV. summary of influences and influentials.
pt. 1. part played by people : a new focus for the study of mass media effects
I. Between media and mass
II. part played by people
III. essay in convergence
IV. Norms and small groups : the shared character of opinions and attitudes
V. role of the group in influencing change : implications for mass media research
VI. Interpersonal networks : communicating within the group
VII. group and the world outside : implications for mass media research
pt. 2. flow of everyday influence in a midwestern community
I. Criteria of influence
II. technique of confirmation
III. 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. role and sequence of various influences
VII. Some further technical problems
VIII. Variations in impact
IX. On describing the flow of influence
X. Marketing leaders
XI. Fashion leaders
XII. Public affairs leaders
XIII. Movie leaders
XIV. two-step flow of communication
XV. summary of influences and influentials.
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