Personal Influence is popular PDF and ePub book, written by Elihu Katz in 2017-07-12, it is a fantastic choice for those who relish reading online the Social Science genre. Let's immerse ourselves in this engaging Social Science book by exploring the summary and details provided below. Remember, Personal Influence can be Read Online from any device for your convenience.
Personal Influence Book PDF 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. 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.
Detail Book of Personal Influence PDF
- Author : Elihu Katz
- Release : 12 July 2017
- Publisher : Routledge
- ISBN : 9781351500197
- Genre : Social Science
- Total Page : 385 pages
- Language : English
- PDF File Size : 19,6 Mb
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