Personal Influence: The Part Played by People in the Flow of Mass Communications
Volume: 17, Issue: 4, Pages: 357 - 357
Published: Dec 1, 1956
Abstract
First published in 1955, Personal null 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...
Paper Details
Title
Personal Influence: The Part Played by People in the Flow of Mass Communications
Published Date
Dec 1, 1956
Volume
17
Issue
4
Pages
357 - 357
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