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Personal Influence: The Part Played by People in the Flow of Mass Communications,New
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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 interpersonal influence in the making of everyday decisions in public affairs, fashion, moviegoing, 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 fiftiethanniversary 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.
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- Q: What is the main theme of 'Personal Influence'? A: The main theme of 'Personal Influence' revolves around how informal 'opinion leaders' mediate media messages within personal networks, influencing decision-making in various aspects of daily life.
- Q: Who is the author of this book? A: The author of 'Personal Influence' is Elihu Katz, who co-authored the book with Paul F. Lazarsfeld.
- Q: When was 'Personal Influence' first published? A: The book was first published in 1955.
- Q: What is the significance of 'Personal Influence' in mass communication research? A: It is considered one of the most influential texts in mass communication research, establishing foundational theories about the interaction between media and interpersonal influence.
- Q: What type of binding does this edition of 'Personal Influence' have? A: This edition of 'Personal Influence' is available in paperback binding.
- Q: How many pages does 'Personal Influence' contain? A: The book contains 434 pages.
- Q: Is 'Personal Influence' a new or used book? A: This listing is for a new condition book.
- Q: What is the publication date of this edition of 'Personal Influence'? A: This edition was published on September 30, 2005.
- Q: What are the key features of 'Personal Influence'? A: Key features include its historical significance, comprehensive exploration of opinion leadership, and insights into the role of mass media in shaping public opinion.
- Q: Why should I read 'Personal Influence'? A: Reading 'Personal Influence' can provide valuable insights into the dynamics of media influence and interpersonal communication, making it essential for students and professionals in communication studies.