Personal Influence: The Part Played by People in the Flow of Mass Communications

by Elihu Katz (Author)

• New

  Paperback
  2005

  $58.86

  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.