Personal Influence: The Part Played by People in the Flow of Mass Communications
Free Press, 1955 - Communication - 400 pages
Peter Simonson of the University of Pittsburgh has written that: Personal Influence was perhaps the most influential book in mass communication research of the postwar era, and it remains a signal text with historic significance and ongoing reverberations "more than any other single work, it solidified what came to be known as the dominant paradigm in the field, which later researchers were compelled either to cast off or build upon."
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Correl Attitude Stions
The Part Played by People
Providing a Social Reality
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activities actual advice analysis answer arena asked attempt attitudes called cent chapter communications compared concerned consider course decision designated direct discussion effect evidence example experts exposure extent fact factors fashion field flow follow-up girls given greater gregariousness idea impact important indicated individuals influence influential interest interpersonal interview kind lead leadership least less life-cycle magazines major marketing mass media matter mean movie norms opinion leaders opinion leadership original particular patterns play position possible present problem public affairs questions reason recent relations relationship relative relevant respondents role sample seems shared situation small group social social status specific status status level suggest Table talk tend tion turn types wives woman women