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Images of the Mass Communications Process
The Part Played by People
Norms and Networks in the Process
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activities advice advice-giving analysis arena brand breakfast cereal cent chapter compared concerned consider Decatur decision designated designatees discussion effect Eisenstadt ence example expect exposure fact factors fashion interest fashion leaders fashion leadership flow of influence follow-up interviews girls gregariousness high status idea impact important indicated individuals influ influencees influential interpersonal communication interpersonal relations intervening variable kind Kurt Lewin large family wives Lazarsfeld less life-cycle type low status magazines marketing leaders mass communications mass media research matrons media influence movie leaders movie-going non-leaders norms opinion leaders opinion leadership opinions and attitudes original respondent patterns personal contacts personal influence primary group problem public affairs leaders public affairs leadership questionnaire questions radio relationship relative relevant role sample situation social status specific influence status groups status level suggest Table talk tend tion Total viduals woman women