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.
"A report of the Bureau of Applied Social Research, Columbia University."
Bibliography
Includes bibliographical references (p. 381-393) and index.
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 -- Pt. 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).
