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

Elihu Katz, Paul Lazarsfeld




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 | #1649540 in Books |  Transaction Publishers |  2005-09-30 | Original language:English | PDF # 1 |  9.02 x.97 x5.98l,1.48 | File type: PDF | 434 pages

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||About the Author|| Elihu Katz is professor of sociology and communication at the Hebrew University of Jerusalem and professor at the Annenberg School of Communications at the University of Southern California.

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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 interpe...

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