Personal Influence: The Part Played by People in the Flow of Mass Communications

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.

Author: Elihu Katz,Paul F. Lazarsfeld,Elmo Roper
Publisher: Routledge
Published: 09/30/2005
Pages: 434
Binding Type: Paperback
Weight: 1.48lbs
Size: 8.88h x 6.04w x 0.94d
ISBN: 9781412805070

About the Author
Elihu Katz, Paul F. Lazarsfeld, Elmo Roper