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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Images of the Mass Communications Process
The Part Played by People
Norms and Networks in the Process
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