7 April 2010 Lecture

7 April 2010 Lecture - 7April2010Lecture 09:02:00...

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7 April 2010 Lecture  07/04/2010 09:02:00 Two-Step Flow and Opinion Leaders  Most citations come from these two readings: Katz, E (1957) o Public Opinion Quarterly st  Ed. In 1955) o Personal Influence  Part II of the Book o The Decatur study—four areas of decision: marketing , fashion, public  affairs and movie-going Part I of the Book  o Media research People differ in their exposure to media The media in themselves are different Differences in content also have differential effects Individual’s attitudes and predispositions can modify a given  message o Small group research  Private opinions and attitudes are often shared and thus tend to  be stable within the group Families, friendships, and work-groups are networks through  which opinions flow Personal Influence  Bureau of Applied Social Research at Columbia University—contributions: o Theoretical explanations o Examination of media effects outside the lab o Commitment to build evidence from study to study o Methodological innovations—using panel technique
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o Research for a client can also serve academic interests  Two Key Variables o Selectivity Media only reinforces those who self-select
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This note was uploaded on 10/21/2011 for the course COMM 125 taught by Professor Chompsky during the Spring '08 term at UPenn.

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7 April 2010 Lecture - 7April2010Lecture 09:02:00...

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