Personal Influence

Personal Influence

The Part Played by People in the Flow of Mass Communications

Paul F. Lazarsfeld

• 1901, Vienna, Austria

• American Sociology

• Columbia University

• Modern empirical

Elihu Katz

• 1926, New York

• Media & Communication

• University of Pennsylvania

• Mass and Interpersonal

Lazarsfeld & Katz

• Published in 1955

• Post-war concerns

• Katz’s first book

• Classic in sociology

CHAPTER I

Between Media and Mass

Three Major Research Fields

(1) Audience

(2) Content

(3) Impact

Three Major Research Fields

(1) Audience

(2) Content

(3) Impact} Effect!

8

WHAT CAN MEDIA DO?

Between Mass & Media

(1) exposure(2) medium(3) content(4) predispositions

(5) interpersonal relationsHow can casual social ties change the way in which one is affected by what one sees or

hears?

Case Studies• (1) Children who really like action and violence movies search for ways for playing

group games; those who don’t like enjoy the creepy excitement of the stories; different relationships with peers results on different effects. association peers. Lorem ipsum dolor sit amet, consectetur adipiscing elit.

• (2) Social pressure: people whose task for serious music listening is credited to radio say more that “friends” had given their initial impetus for interest. “Why has everybody here started to listen to music?” others who share a norm or standard. Lorem ipsum dolor sit amet, consectetur

• (3) There is good reason to suspect that effective radio broadcast involve the presence of planned listening groups rather than isolated individuals; German proofs in warbeing a member of a group Lorem ipsum dolor sit

• (4) One-radio village or no-newspaper town: roles of people on news, belonging to a social group which has hooked up a communication system of its own. Lorem ipsum dolor sit amet, consectetur adipiscing elit.

• (5) tl; dr. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aenean tincidunt sodales velit, sed tincidunt nulla rutrum ut. Praesent gravida

Case Studies• (1) Children who really like action and violence movies search for ways for playing

group games; those who don’t like enjoy the creepy excitement of the stories; different relationships with peers results on different effects. association peers. Lorem ipsum dolor sit amet, consectetur adipiscing elit.

• (2) Social pressure: people whose task for serious music listening is credited to radio say more that “friends” had given their initial impetus for interest. “Why has everybody here started to listen to music?” others who share a norm or standard. Lorem ipsum dolor sit amet, consectetur

• (3) There is good reason to suspect that effective radio broadcast involve the presence of planned listening groups rather than isolated individuals; German proofs in warbeing a member of a group Lorem ipsum dolor sit

• (4) One-radio village or no-newspaper town: roles of people on news, belonging to a social group which has hooked up a communication system of its own. Lorem ipsum dolor sit amet, consectetur adipiscing elit.

• (5) tl; dr. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aenean tincidunt sodales velit, sed tincidunt nulla rutrum ut. Praesent gravidaX

Movie Theater

Museums

Concerts

Magder’s Classes

Video Games

Social Media

What’s the difference?

Is every media social?

Is “social media” an inappropriate term?

/gobbueno