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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."
About the Author
Elihu Katz teaches at the Annenberg School for Communication at the University of Pennsylvania, and is Emeritus Professor of Sociology and Communication at the Hebrew University of Jerusalem. He is the coauthor or coeditor of more than 20 books including Medical Innovation: A Diffusion Study. Paul F. Lazarsfeld (1901-1976), one of the major figures in twentieth-century sociology, was the founder of Columbia University's Bureau for Applied Social Research. He is the coauthor of Marienthal, available from Transaction. Elmo Roper (died 1971) founded the Roper Center for Public Opinion Research, located at the University of Connecticut, just after World War II.
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Beta (What's this?)Personal Influence: The Part Played by People in the Flow of Mass Communications
History of Market Research Paul F. Lazarsfeld
Created on May 08, 2006, last edited on May 08, 2006.
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