1. Personal Influence
The Part Played by People in the Flow
of Mass Communications

2. Paul F. Lazarsfeld
• 1901, Vienna, Austria
• American Sociology
• Columbia University
• Modern empirical

3. Elihu Katz
• 1926, New York
• Media & Communication
• University of Pennsylvania
• Mass and Interpersonal

4. Lazarsfeld & Katz
• Published in 1955
• Post-war concerns
• Katz’s first book
• Classic in sociology

5. CHAPTER I
Between Media and Mass

6. Three Major Research Fields
(1) Audience
(2) Content
(3) Impact

7. Three Major Research Fields
(1) Audience
(2) Content Effect!
(3) Impact

8. WHAT CAN
MEDIA DO?
8

9. Between Mass & Media
(1) exposure
(2) medium
(3) content
(4) predispositions
(5) interpersonal relations
How can casual social ties change the way in
which one is affected by what one sees or hears?

10. Case Studies
• (1) Children who really like action and violence movies search for ways for
playing group games; those who don’t like enjoy the creepy excitement of
the stories; different relationships with peers results on different effects.
association peers. Lorem ipsum dolor sit amet, consectetur adipiscing elit.
• (2) Social pressure: people whose task for serious music listening is
credited to radio say more that “friends” had given their initial impetus for
interest. “Why has everybody here started to listen to music?” others who
share a norm or standard. Lorem ipsum dolor sit amet, consectetur
• (3) There is good reason to suspect that effective radio broadcast involve
the presence of planned listening groups rather than isolated individuals;
German proofs in warbeing a member of a group Lorem ipsum dolor sit
• (4) One-radio village or no-newspaper town: roles of people on
news, belonging to a social group which has hooked up a communication
system of its own. Lorem ipsum dolor sit amet, consectetur adipiscing elit.
• (5) tl; dr. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aenean
tincidunt sodales velit, sed tincidunt nulla rutrum ut. Praesent gravida

11. Case Studies
• (1) Children who really like action and violence movies search for ways for
playing group games; those who don’t like enjoy the creepy excitement of
the stories; different relationships with peers results on different effects.
association peers. Lorem ipsum dolor sit amet, consectetur adipiscing elit.
• (2) Social pressure: people whose task for serious music listening is
credited to radio say more that “friends” had given their initial impetus for
interest. “Why has everybody here started to listen to music?” others who
share a norm or standard. Lorem ipsum dolor sit amet, consectetur
• (3) There is good reason to suspect that effective radio broadcast involve
the presence of planned listening groups rather than isolated individuals;
German proofs in warbeing a member of a group Lorem ipsum dolor sit
• (4) One-radio village or no-newspaper town: roles of people on
news, belonging to a social group which has hooked up a communication
system of its own. Lorem ipsum dolor sit amet, consectetur adipiscing elit.
• (5) tl; dr. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aenean
tincidunt sodales velit, sed tincidunt nulla rutrum ut. Praesent gravida

12. Movie Theater

13. Museums

14. Concerts

15. Magder’s Classes

16. Video Games

17. Social Media

18. What’s the difference?

19. Is every media social?
Is “social media” an inappropriate term?

20. /gobbueno