Personal Influence by Josh Katz
The Part Played by People in the Flow of Mass Communications
A landmark study in communication and social influence, it argues that mass media often affects people indirectly through opinion leaders embedded in everyday social networks. Drawing on field research into how individuals make choices about politics, consumer goods, fashion, and entertainment, it introduces the two-step flow model, showing that interpersonal relationships and community ties frequently outweigh direct media exposure. The work reframes media effects as processes of diffusion within social structures, highlighting the central role of personal contacts in shaping attitudes and behavior.
- Published
- 1955
- Nationality
- American
- Length
- Unknown
- Pages
- Unknown
- Original Language
- English
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- Alternate Titles
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