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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

Title : Personal Influence: The Part Played by People in the Flow of Mass Communications
Author : Elihu Katz
Language : en
Rating :
4.90 out of 5 stars
Type : PDF, ePub, Kindle
Uploaded : Apr 05, 2021

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