Personal Influence: The Part Played by People in the Flow of Mass Communications
Name/Title
Personal Influence: The Part Played by People in the Flow of Mass CommunicationsDescription
Introduces the "Two-Step Flow of Communication" theory, which challenged the belief that the media acted as a "hypodermic needle" capable of directly injecting ideas into a passive public.Context
A sociology text co-authored by prominent media theorists Katz and Lazarsfeld.Category
PR General