Personal Elihu Katz « Paul F. LazarsfeldLot) Pent ‘The Decatur wy tl 8 mot inpatant work the Pingel eluae’ As cpeely stein pt she ud dn Sens a sever amcanoe Whe rock In ‘oe teed the Sil of pital ret ho Atha heey have poe if such arena fc fom ‘ntumce mov atenaten en other movng. ao {he sal ar well a pleat nth ey Dave ‘cated ich in deeiog Oe tne of lence ‘2 informal commncton ionn tet suber me people have mh town fm a fled “Eee” pciionere"ist ws Us roves Ie ao i ta a ge tr he of te er and, dang. lied fra of tn SE Sv ditt ef sae tar fe bust os & {ew spy of mga deta a th ec f coma tion Boer pels tinged om te beter knows (eto masa on "hs book by Rate tol Lal an adm fit to exe ha fama feast he parte Sow ‘nd the polly inert Ar wach son prt the iter fxmewo oft gene ory whi Lave ry dhe ee Tis onkn loner fete cert mak fg wei nw Section lng eed ty hope a ‘ty entating tn on one no he tov Sse ion dp chr» sow cone for cal roc ‘ne doing, enbanc cur tadetandng of ‘the, eeciy the nenanton af ne Tae {the bce of cal lnc reach ad B's te ‘owed or ow os who engages tne Roper New Yok, Now York Sauer 188 Introduction sn mais hm ee “Soucy ae bac Sta See Satcaeienare cease oe Sige este th eh gaa Ba creel ae i Stan ar cen aac a Giaccone ey, ah Sica ok Seen ee SoS earn Gout g ot ere: et ie ee Recpctee api ited SoRae ere Sime ater tae rake ipl chia iments eae reer etic pee iene et a acl eae STEN pes rr ma et ERS igr cote scmee Sav oe pees wie Site meted oes hae ise cs tobe Sc nee er Scie i gare aon et Sts i ee TE ts etme erineneiee panera gut emieneeahe gar nei Heal i ey tetas eg pine oe See isha oes ri gy Boras cera eae Bole ac ses pakado sy, They bad found repetely tat thle again wat sec by ple he eld Iara pans ba ‘commun Eke buskas, wor: and insti, But Ware {Roy etl ede athe sre Ua hey alected ther people daidoas eter by that eaampla or the ave? [Gd on to sugest procedure by which this posbity ‘ight be fvetptd, one of tha aster fe vlan fated the flowing ds A spl of pesos Ina to stoned communty were to bo shed who had inonced them in any of mambo of aren; the nel who were ‘owt ten dgted as Inna Cs Gt top Wore ‘hen to eased which mages they rnd “he can ‘bo seal seen, two roetch (les were merged tn th suggestion, One came fem the fl of scm: tele patios ast canty nen {e'be acorlned by siking thom bout the land of ber: ‘Rita hic edad been them Tha ie eaty the ‘inl ‘of Garacteantion wah the clometst lat be Als the mers afm grgup with wham they weal Ihe {alt or work end, et a Ifornaten, detenes whch, {adidas ae led and which are sought afer Bat te ‘bekmat ehlen proposed bore wis not to by an abstact ‘ration: twat to be the sept of «cholo sendy ‘ada This watt be done by inguin nto acta ese Stich sample of perons fad made, and the nfences SHH hay nd epuricnand fn eomecton with thle doc ons. Wate or mot 8 pause inal was toe con: ‘ited nfuctal would be dteoined by he member of people whose dedoos be bad afeced In ore concrete ahd RL ce aa rat rt ale i erin Stoultanouy,aneher stad! had oered atten on swat wre thy ced “ole nde” er fern ho ‘Tee infoetal ts immediate envonmets, bat ot ‘esvanlyprominet tenth ttl cont. The ‘ean iho ind fad wr dcovered ont eadontly, Doing the 160 petal camaign the of eee li tpt on Sorcloing vtec at ‘Seti nan “Ohio community. “ine dings of Cat iy tated thatthe ecto he mat red wos eal cme to the eof psa nfnes, Vos sds pa ga sch ay thts othe cd try conformed Beer the pata clit of thir soci cavemen ‘nd eo elec at hn et ee Aah doen! bythe adc and ogg af ober ‘ioe le eter et inthe con of tht day er Fer Wards hy yl nas of hl, ther se paren wo ipl Ily toad tothe eoaizaton of opinion ‘net lowe Thi nog come tatoo of Me. Evert RSet, requ dor ofthe Macdden. Pubes, Tae. He Feta fe mighe Inve important nets for Hs 804 fy fr olin rt ching eg tote wageenting sn 1 had bee seers fevioaly tat opie were formed by the te of the Emmy, and then preted down fm oo seta ee foto the peat unl all followed the ead of he conspcoas rows ath per ofthe sory sate, atthe 18 on sudy irene (9 inne he patel extence of hat wor thn cel Nodzott opin Tend Bach Ton Yas pated rom opin Ieee fae Sian ho wae Hl to ioece lier persons lathe [imei eons Inada, the tesgatin sexed {Sister wo ales west fw nthe eet of the ise edi Yo each sca stam, ele” SEs nears earn aeeagea snaicton rls lenders were soe Waly to emote themes (0 ‘gies and bond epecily toned to tht level of ‘Gestion sd tere Ti seemed to ogg in nent Stemming from he media me contac wh opin eet ‘wie nm pas the on 0 oer people, fa ovis go tore nur whther se dings Cod be concbsted bt tothe taveigton more carly ced sod he ‘oblon f peel ifoenoe "The dsign fr tho preset stoi begins with a ressction of worn god thee cede to lect le peso wh, ‘Sdaental for ew lamplo meaber the part of ele Ay sctan. Foe terre chen fr rl investi ttn: daly household markt the sea of aon sre ented eipecally by drown, conmelt tod aut eaty Sts bal pale eats wth appre tb une foo al pea to bo ander de ‘von a tine ofthe sal. Bak epotent wat sed ‘whether the ad recety mado change a eatbd econ Ia of then for rns dy hn wes kd arg ‘umber of quate tat lt to Bd ot wih mena via ndaas ha need ee. By mn ves procs We aho nile thre tdvcoas wh, tcording sum {er ofeterts,sarsod mor ily tbe git ot fr vio ‘other penne nth mda entencn "ih ai of he say wat sete by numberof ob fetve eden For rw approninataly 60 pool Senate cons inforaton wor eoesed, X all uke wee fodto be mot tea a tr of tht er ge christ. By adalog time fuer coiertns, ‘Satur iinos, tered oot be the svn choice The whol lection prceare reported a. append ive mina Probie wer sed oo for tvetigatin; fa a em pat oft bok he dats clected tn Deore ‘shed an cepated sound Gh. Forth palace of {o'er the problem be dete iin the fo Sowing toms "'Fow'l the notion of pesos inueoe, a ily Aeioad by oot provera, red concep fch reign pean ands cof (In Morons relia 0, i etadocon 1 corfl soap of vacty of concopt was made, Tn a ‘halycomporstine dat ware provided lr sre of ise) 2 foe aplcatin of soir ehods to 4 commniy COMED poop we fo be ed at Heretofore te aly of ‘ht choirs had bos argely consod to small groupe ho ‘Shoal laser boy smu opp Ia hav nea eveeyare WO evel il payne wae den tel {Es samo group But eal Zama orton of aol ey pope Into enn guetoned, The pons thay daioat (to resin crc ast wn ly Ei outst tps hey terete had tobe ested and Invested in sept follows ntervows Tn nde fo singe leit do rg sample, we kad {onal ae of tecetgos of sltdosigtien. Beau der lt apiochen wer requ ha varus proedes had ‘De dined gant exch tet ' Once tendo pons werespated—thoy wee ile ‘pon leader ino dy, and’ mot of Wem ere lated {Eh ochre flame welt Bod at ‘whet ed of pope hy wore Tie wan tobe de interme Par sosh and demoprapbi charley, thee fetes 1b the aren der tvetaton, and thet poston im the nt tok of mast communication We ao wanted to fd ot haw yr rd toon x wm hy er al: Were they oer or Younger were they chro oor, ‘tere toy fay sentry, ey meio or coworker rae ou ony and wa el sweated to ow bonnes trig fom ote ‘epured wit Oe aur media fnloenons im thelr dete Sildngexpatlence, Thr led wt. dtatled lscusion of ‘mint we ve cled"inpctsats"Tho problem whet, ‘ls: pope interviewing conden, etral flo buch 0 Bese per ptm nce om be rd ms ton made ie 2 Bat etn era ave cried nero er mh [Bd knd of avston war aod bat ths book oer the Sst ‘Rta seas of pertnot proses! Si dyna thattheto dation 5. AX th begin ofthe stady was bape ta lo ie i te cn bt mi ta fo rs tata cha of inget ean rom oe peo othe ‘et conde acd Bon of budge Utne oy hen ‘st could be colecnd, Bat thee dt, which ae preset ‘tke, pinto «very promiing oe fo fate reach om the a etn of ou rept the render wl S00 at the extene of bets opinion ade many et tyes of people daly Ine becomes lay eta: Ths ‘oer note, fest ta ike vty fens ie, Even In'caron sy we fn areas whore etal opaon es ship plea oederble rae and tent ql shunt ty tthere 80 he polo ten as of bow fen moda “pont is eet Wie veo ing ‘ov, young people idence sider peopl When i onet to buying mal cour good th dr louie nsuecst the young. The seta te oft psn a presi ‘mpalen where major sua ounce aa faye = {alluhed within «woos seatam rite independently of So ‘hole made by people conudeably Bihar loyer on he foc ses bt when icone to mang ap ons mind on ial alae whe party tein dost ater tod where tooo td flo pci formation, then the wag ee Ismere Ia to tho advice rom ta beter edented wie core rip ol ay wal be ed {leat tat orintal inadrthip fe ot lereat 5 ta fll of smal coor puta the lm, ie ey ry mow at ta Heme ‘rer sel a lfomatve ch ndings am sul ot bo Seg they dant ts een wen ae (ting and complex topo of ny. “Tiss be pond pint to ah a and on ane which ls tometer datated among soi sent Many af them ‘akon dtietion butwcon igi and engi topics Prowc, How calge sess hcoe et ates ton ‘dere dgned tape fora PaD. dasetatn: The sedy i sat en m edn cf th ect of sdatsing on pris frown won Sete fe nt empl sty han ot sold nd ever natal han thi o Sercop stone To At ater oe et Ses Ar code Sess Tiesto be o oa ang tn argact hr ff een be hoped tt th ere yy Sec to a Sin f xenes Stn grrr beyerd omg {panos nn gual prodinsof ane ban™ "arto fot ly bg Yo EU, and sed ok we pared he sig of 196, tw th Bro emer endl Aino ge mano ta ih et ‘alec prosedd towly, bes of ey work ad Sorel co ie nies dining the yeas lowing de ‘cbc, Ar wil be son fer or Aco 0 ‘nba of calnges who yest with ity [eniy pum sed er potion and woul ot SSR i trey. ye hwo ig, ‘ere ren fc poet annotate ed sol ‘ew a nce wo wired tt tad ob ade ‘Seem ih cor prety heed til ine 'Senning fn snobs oats rar, he tay a Boh it cin ro est dine, mmy ys, th ey cclting ings inh Sid war rt tow poem, Pot ‘upline kas pon ton oo yon ‘Soomnn eral sae something was et ot of {falc bad be ori a he ae of mas ‘mela ee oot oly paalild by th inBooce of peopl, ‘lito arses lov he male ed es ty he pel event of he iinet cone ‘isthe coe yosontnincol ster ditt Speed only te th aioe tet, sl, STN thy wr bedded nel of Sn rate eal agewm Intute ove Wha eaten soph onatenscgt TELA MICS Pott ‘iieaataaegasd dabantene qhratatdaiean wagausten nea eonramirs Sco citer one rs 9 Sele eee coae nee tated Srcihcmraieies anne iit png cecmaee ore ine Siocon ret SSrnciyne vanes Tae salas cian og ar Seaieeher eee ate ie gay nico acta Sees cola cena Sein ior meer Siete gas eo oe sr a es sees pt mirage es Boe Pope cht eg aa Feiner ct pcp tc Seg ae Se iy ma SLR pace mete at See tea oo SRE eh anrocease an ‘sf a8 “communication thin the Bo" ee cacered yo mart of Endings caret inal gop roach ae ‘oT conterbl teoranct (2) Orenebly pate pinot and atts ae oen gan cite ado sored eal ntiats rope of fay, {oes oorertar. Goins are mote subd they ar shared ‘yr gro, and, sader prema of a “empalgn” people ie 1 Ite feof ps: a er raft STREP tec toning ts pa pep Sarr a Ea peti ctnied somalia cll i a done oy mph ee crs ree be EO la ce ae nk eaFiata en Be nenog een ‘Se ead te ma hada Boor ete Tews, ‘Soh gone cs ia PPO ise et ert cha fra a rat eo SELES ue et re “raft tegen orn pan ane et Se eas ay alee ea ile SUF here dt ae Trepong aeh ‘cen nti oa ne ‘22a ent oe city pen pedo ven Tee ull fend of ere data wich he ie itera lel cna oon Biseefus tales enka eee Sutin athe es hes poo {seinen th rol th arcu gan and of fale amor who etre for ferme utr wich hey hin oven tdi and ro gover ppt “ene cert ye rtm of ot bok ns pee form. Oral, ton wes contrat foul tas toned 2 tithe ear one the rhino poo nen 8 se gy i prey tr ‘oe feted bythe pelnary foe wth i Woetdaternted Uy the tel tena ting 0 to ‘Aneto sine. Son infuenee enroued by the scene Fas toa na eae ta an ei al te01 Int logalator, but eho publle oplaon et Ingo, whl I being Infnceds and ett wt oly easton, ats te ‘ice and gone ude of tuna cooi ‘now profesor, sock as aderting nd pb eat {own op tn this conection. But purpoie actives ofthis Sind ne nt the cl enc whi te relent for ou top. ‘The uty jak, the ae key, the department se, Sw tended ar ten of sling cnaice become, ds: atvly, agate which fet theses of he wal aye ‘af ink of thre whom they nee Sue la heart sore ination sources of pr. tumed ot however, the thie mater war ton sty to par sits coherent presets i Ue not na Ino oer “Soe mae word Is nnd rgnding the dno made ‘sto whieh of ur om copie dita to tac nthe ‘ublcaton, From the quationa topodveed ine Poni tho ear wil ater hom many tots were ocudod Ihe etal pena in sy He wil nt fr tes fattest wr ope tp, rye Wk. ‘The otal plo wea tngre he changer the nee, {prone wena generally Bc a he pel tae ‘fee Ta eco yea, Mower, ttc more extesire {ml dts hve Boe enable hat el oo som met he a eer tn at se shed ue rppnns «go nambet of questions regsrd= {ig Seta oft rnd and Tent habs Tl ewes 5 Ty to be pet mah ont of dat by ow Tawar however wo hve incloed data ewn when they ASE tec ey gets tc ar Lom apy Rept ee tw foe secu tt ht, {Gelare wh pie advice an the aoe who go it For varisy anny, dsl at several pt in he sept the met Be provid af engi es tt tet thts would easequet oor try oat o8 ies lave tnd te gy eel ‘pardie wbere the snttoomings a wel the promises oat of our efor re canily dics “Te place of ths von 2 nes on communtetion r= search an ths be smn rfl, Wo a peeing ‘Bove of an empl tay whieh was tended to {end the spe of tion) commensatons esearch by {king Int seeant some specie nlios abt the role of ‘rol. Bend the dx of ue sty wate Sx Date in, sd specaly opin Inder ctl be ook upon as ‘other edn fas cman see to mages, every and ado. We omld study Sie "eoveagn Chat ‘Bec tnd, n'a way, thir cantent® The Doctor soy ld Eee, a of ra pte of a mt ig i nog trie a Pathe ere cos hc Sas ie manpage ane a ipaieckeua natn Indeed provide supporting data for sock an approxch. But ‘tamed out obo to aartows The idol pean, wheter Ses genet or aban object of ioanc, must bo ted a the ting ef the primary oop within which he ves Suds ft sony eran ean of al gop rach {arped gt tobe amomable fo reoeglzatcn and reste. {lon alan the line of ths raderpeblem. The ree of fxr sosndny aus of such materi aco prevented in this Volos There remains the enresponding tk of lating ‘ot prt of he bok to th wank of dens who hav con fitetl on bord sol tales ‘Thi, fr the ont, uk {lt to ftur endear, BK PR Chica, a A Ca May, 185 Pett One “THE PART PLAYED BY PEOPLE: ANEW FOCUS FOR THE STUDY OF MASS MEDIA EFFECTSSecon Ones Between Media ‘nd Mass ‘Wu supe St begs to apeslat soot the oft of the mint madi, tay showed two oppote fiat Same et peer8 eae of as Commons Pes ‘Othe saw something aie dierent Tn le view, the sma edie omed a aga tings he toa owt of danse sity: Fon te semper, td ter ee aed pe waa sl ber sare the eae fs id “dnl veer and ste. temo the nas mdl ppete iby oppome Fr sor Stowpoinlweve, canbe shown tat they ne ot ft pnt at sit Tha & to sy tone who tw dh emegenco of 1 ras medi att now dom for Socaty and thse who rv the medina tues of el Goin bd very mach the sme attire of the roses of mast gonamuatetns {hee minds Thee age, Sto all was of a tose mast tilly of veer toes ond moviegoers pepe to ‘ecive the Mange, and sony, hoy ptr every Mes. ‘ge rs dvet and powell fo sation wich woud ‘heh mmedit rpans. In short, the media of conmisis- ‘Son were Ioked upon as ew Hd of wong focema Simple nd of serves yete-renching out erey oye and tha scat charetered by sn pur ol ran: {ion sn ply of tterperonl volo! ite retha Tae Seach ae Taycr ale ee ee ees ae Ce ge oh tel mt te See ewes al sola peng el a a Se ae un seem Mo ae ‘This as the “node =of soley and ofthe procses of communlaton-which mae media secach sears to have {nd In nd hen it eat bags shel ate he intoducton steno aa ti ho mee, eee om age ofthe potency of th mas mein which wat fo Ath te ines fom Tapert te howto ata shoot af octal aad sjeolopea theory. ‘Thos csi ancloy of the ito 100 cotury European ‘ins cepbaseed the beekdornof lnterpunal relat {ria Indra sacl and te emerge of nw ferme tf remot, npn spel eontl Late, endo eamplng Slt opnlon and sade toting tecaigus, and ae se bused on an approach to “weprsetatve idvduas fied fom the crater of heatsink the esinigs ‘fcommunlenonr earch o applied peyhoogy. Mase Media Research: The Stuy of “Campalgns” ‘Tse wee sone ofthe Haas wih which mass moda search bapa Anda proceeded, eeame fatonal 0 {Beis the Bd of commimintacs rasnrh into thes aloe fives Anan reentebetbo ty of how many of wha lindo pope ston to a ive companions mei Ipelioni arly, heated, anh ‘he mor pli, The ssomd dive shat of conte 1S comping the yo the langue the Tae Sah es i Bi eee te Gr or Sr ie eee at ieon nage of te Hos Connie Ps layout of commanttins messages, And Sly, thee wa ar ben eal fot sls othe stad of Ingato ‘ts commnetons cher se as i ny don i, Pe erat no foe the puree at Soni tad ce bers a de ‘ently al of sonnets earch ss the sy of {Se Fram ie thro ht ey hat feotempory emptea rsarcy tine eel aly he undryng poblen-tinah tay not ava be tlt Sond that wha oa the sda "tw thei ‘have exam pth gotten, 1 to, the “ln” ai ln perench, Comin the arta, the io ‘icoatve, othe pepagindit orth edn These pom: Sor of rvsch feted sinly. the fet of oe Imoragh on the pA f we fn ht they cnmisin stad of the carci of the sence, a th con tent of hale meng ay we ve wight ate at these ast ae comet, sew, with ee ores, if we tect en hse pane of recach and thr mottos fr moment er, we ca share ths ‘ain floc We have bon aking a eet wee oe erent when tthe ey frie et Shatter med may have wen sc, and evel i hak elt ay be caniol* Now fovet dinentone eee te rt fie ey ee Biome Frere Bae tied coca iad dee Saar {GE ss See a 91 tet Medio Mae ee er seme tare eee ei Soe e cee nee Sze ceern nama ii etc ay cere Sommony mene ect =o ES mre jar Intervening Variables and the Study of Effect 1 aged a he ou of mam ede sah a ec the stad of campaign tea realy bo daa tin the sve sive of reereh-auenee rere, "he it, “oth dominant coca. Wt iy ented Conder, fr osama,201 Ince of the Mo Cnn Pee soe poco san aspst of the say of t,t ho ‘ese tht counting up the edocs and ramiig cage. {ects and ier and di tr rs ep oad spe Ing wha the potent eects fora aves mein o menage Inter orf we donot lve spt of the ead oe ‘whch s ey oneal tthe El eudiace svete fale Fie iat pce ar an interned op. VAs urs ut deaf thy ther major branche of ss medi resus ght sy thatthe itll Fis of ass media tserch rey, peraps, be sen est Amt of tha scsoiveitoduct of recarch coer Sch a6 abdlnce, content, ad the Ie—wic are belly ‘Stomp to inputs ects by menus of an aol of rome ‘pore realy access ited fry wih wich of fete ae aot, Towers, thn factot serve not only atx bass forthe luda esarement or hnptg of eet hay sso bug. to spay rome of the completes ofthe mat Commas: Wont gros, That say the say of interes Ihr ll toa better understanding of what goes om n'a mae ‘pedis campaigns, in ola rua, to ao undantndig af {ho requante af eee andthe val of factors which ee: vow ‘Remar medi tinal nd the nde ease. Ths, ach ne aopec nodued hag cuted {oe galling spat ol tess wi wich reste ‘began tat of the cenpetent oul cn oe ha, ending fant the meng, sod the stomied nes, on the ther, ‘ing to vse ead olin i bowers ‘Now lt ur tor to docuent te nvrton seit snore atl A be lew lb ae of enh of four far: {ou tnt come in betwen at we shal sy at terre ‘fees the mia tnd the mast od te enpted ‘ects of cnmoniatins. Wo all ome for such inter ening arabes exposure madi, cate, and pede: [tos ach of there has become ono ofthe sot os Peer stenton (elon rare, eda compaction odie, cote analyst te sty fees). Hach entette to our tedestantng of th comply of ss sno campalgs Treating tase factors wil tthe ago on ren Mio Mae {oy the fnodton of another (the most een itodueed) ‘ofthe Intervening arable, tat of interpersonal rls, ‘yah hich we sal be parol eonemad. Four Intervening Variables tn the ‘Mass Communication Process “The for variables we Hal consider conte under some comin to fiting te Sow of commztos bette {oela and mer and unr othe comin, to Blocking Be iow of commentato Ts Bi se bro hat ‘al he itreing? : Tint there drt vb of “xgonme” (or “cress” of “attr wit dees of cure fom ance eserch? ‘tle esr hrs ht he ral ms commen isd tegen very oe {iat pope se not expel see mac eda stil meck'et tly or a randomiy bal been sore. Be ‘Bowe ar nonisponte may be & podact of tcmolgl ctr ass thats i any pr-nstial cons) po Wea Sr (arin the cn of oatarian conte re fctrs (ae ae of ot being abl to fend a TV Bays peti of volt fost ely ak {elog inn th United Se play he aunty ttt ey to seo for who to sudience wil oman mage, Perhaps the mat eo Sie Ente aaa sar a Biting kab rare Tar ae ie ge arctaciat ager tea2) Ina thease Commdotn Pret Impact geoetlizton fn this aeamat lest a fr aa sotentd ft an of ca pen er ‘ered tat Ue roe which re most opel roped 4s the tarot o's commnicton ar ota eae ly 9 bo {th auences Tieton progr f has Bees found, ae very vale to eeach the tnedened and gon tel progr are last Ilo veal thre a re elo. Ged gant another woop; oon Tee hs ee dat ‘second foc of mee medi rrr wich developed ety cay was the darn character of the medi tam ‘ele. The’ reer whl fal oto th ategary athe ho ier gtons What the difeence Inthe of Meb- See ksfe i umd vin & Bor? Th pr {ft cd stein ts he mt fe“ so frken’ sapere. Her, yporafediin i the interven Ing varie near a th Sdn of thve stair ily hat the procae of pein mali by the chanel wh diver the mea ‘Catenin the ene of form, pesntstin, guage, e— {ste tid ofthe intervening vatabler en ou ate whe {Ee tue tht tho ans comtaniatons content et enc n content Content ua tno for eam ee Eas ae sae ame at peice: Sf St ine rio a as acral Saas GL in roca eh, see Cs tn i ei el fell a cnr materi, elroy” he Some ‘Rem pram he aang et of «ce ‘Gumpurio® wi Tle ote fp tcl are sn devel foi il dhe ctl ee er ab iy nop or St ‘Shins tne The rare guy ore ak ti even ey gonna on he sn” de IRs ectneos y flaring ero mre ot ned fol ur i sea! wi ace ke al Ysa” of he who hve eon eps © Scat rua promt Ne a else ting i, Sitio of members of the rence, eer these ae Ses i cele cel tot a Si anna nig rath ar esd very ‘ta scl peo hve conned ok a tater on S'S Soe ct {Sle toward an out gro tuts munaps a Oma eh frre be peresived aa dens of DibeTeijed a pends ete Stee Peete HEE aes ee Saar Eis120 Ima of th as Commutation Pret Tate oemetnncee harrtasieeear aaieate srtifo ceca car Selanne Pesala Sam pian hinge cope cnddatin Retmarpe elapse ent tr ar eapectad eras aet iosae Ep aay eh fay ae Seietanathen tlc elt ey ck eae ce ae Lt etace caus ane ECS Sue eerste Sporty ley mse ete A Soe STE a ene Sepa iba Gi es ee enetvslesatan bmg athe Sasol Sauter te ec iokererergtatna greene Signer Foust ae gotta r ena are eee fenton ly Bigs tae ee Ep cceniaermtar eaten ae Ticpgeeiyaencnen poe SOREN rier is eee EES us teen Me ed oe to be more and more quid eich tne a new Steevenog Wee dic cnet gta ‘We propose now ton tthe newly aceted vai internal lato Or the bi of vera peering oe ‘mmaton stdin and 28 Wo sal eater, on Uo ba of {rape ef the Boring ofthe Bld of sal ro 2 feo on tie Gel of an eda onc, fe appt tt ns sti hve roy reste the {Gatto ieh am nda soc atacnts oor issn th cltaca f the opin snd otis hick fo Esse with them, wil elses ie response fo the nase imela, We are mggstng motor words thatthe response {an vidal o' cmpatan eam be scone fr wt fu refrence to hs soca ronment and oe rater of i serra rine Tir rhe rater Which wo want cw ho or ht 8 i ‘They lik he chain of intervening vara, an ee te promi ale fo pote he eoaernee oto eis Tenel sence search the one desing with macoeple fine chowmuncation, the otha wil mirteople spel fe tan Interpersonal Relations: ‘The Discovery of “People” ow, 3 wil be ake, can quite carl aed suming foe sything Sa wht wy meh ted by wist ho gus ae beat? We sll Attempt to answer thi goon in Be flowing way: Feet, ele iy wih perl Thos apes tebe eve forth mar commits poe ‘Su Send we hl try to pot out th yn which reach falc Dan is fn of he tol nda on one tin asec tie eet Ippo to apon hea hat interpre elton mii fpteleans hid we all lnk several ple in tee ef socal steno wich stave toomdy recovered? the alevnor of taepona ton, These ee tens Wilus Inge of te Mo Corman Pres ensttts the raladr ofthis chapter an the whale of the et Then in the along eta, ton we wl contin wh fac the ame problem in nindtat wth he hype tht imo selatonr mst tke to soon oe ‘nus commantatlons pees to bu propel erand- et ‘ur apgoach tere li be gute dierent ‘Ot et ak the, 9 ermine sever tation ofthe relevance of nepal lations whisk have emerged, se {nas unexpectedly, fram communications research of the last for pets TG) A tdy whch Whe 8 problan the ett to which ile re ntegrated no groups of hl prs tn Tle ‘nti betwee such nein tnd te : Soc Bi Tasoaeiona tee edt fn eet tl Soe mene asl ae Se ets plan se oe Reece ira read ae Sau inerrant Seo awighamtoegatrare Ee Cece i ete Se a ga sais ate ak lhe ie giceeeelaaue aks err see aan) aces Se Eemegy ies temo Paar seas pirate ot Samet de Eames steer pee ee ae SLPCA Ee ee eit rows Sake ge ae ae li eaten aro an tion Ma ad Mee tht hime gen ramet a ener et Eee alt or Sipe taacng Gael mLemems sara ana oe oie agra dt the for sacitentyttamtndte reg tenct ste bt rma aa eat are a oe sng tate rn an moe sete a ee ey oe ShiriatnaSi arene een, Sehr ee Alm irk ‘eect hemi a fain at ee sai reas Sr an Sa he SC cope Siete eau ime au tot igen doe ae itouch tte ay intr west se Sg shooter ce ee Esra a eile ety ta tle rir haath det one reais mate ‘inte te ll Se deat ae hs ea tt “SBS eet aap ace pe rhea fe Mews SehcuePnetiesh yen neat Scituate ao ASS eae ees Earenh in re shoe rtd Eee iiceesciee marae amc moe “EBERT mat hf ere hr mean) mga of te Ma Conus Pees ss a gate i ate ‘ie ctf ye Sarl pe Soccyiner oe rae onal elas ‘Sus TR par sa mat ‘T' tame SASSER a iy Settnimcs ta i eetonan so lon Bt can! 15S tt og Weed nt el et te aged a tee aap e Tapes eerie ae feat ns bese ieee of ed Sie ron EME ste, sap appa hve Seite pled we oe fo ec ely ‘Tec Sia rk ak ‘isin haw tpn eyo geese iia a see ey at tet es SBSidldat wil oa tote ie {Si non 19) in Ga sy fled prope ‘German troops during World War I. eae iy Wide Letina of tana computa eld tne bt cee ef ie Sree hess ae he et a ef ae ns a ‘Mit ai qty cle ooo Ieee et et Saf ibcameror heen pe i Sense erates ees for Gane “Dal Aen ve 03 ten Moe Moe role played by pope which may be leant ote nme fl ose tel ama Wa nae ie Flo, flag pert sue fo intaratoel come lane “S)'the mch-ucoed problem of why th mass media 2o behanty” pol ethos snd emer fe nr ay unl demerit {in far bean scunly tap ooh in two eet ales ye D, Wiehe Siconfl commodity adverting, Whe ry ok contre at pa, peoples mote ad lei the ot appre“ mechan (te A eul tre) fo tn eapreion of tes motos Ti ih tly ot ipl holly “ary” and or be sppopiat othe pari SPE, tn tee ofthe ey Ruble modal for soa kin, Web gor oo to exe ever cel od ‘ect sst din cigs eBid for xm that nile Jocmestry whic eoadaded by wenger © im mained on cnt ret ney, trang, In efectnthng Tow han fortes to eee tha own ‘och ssshnioneowith no Blues provided. Wns tn Wiebe Gat aritons the eee sof mmf ay bred the characte of {i cenectons bate an foil and hve pct tier who inte tayo “scl mean at nanos ave no tarde nt cin, we cen con tla, when the tnd not "per enh 1 0 ape. fei “tcl nechant-wdire “wer” (we te tune) iene mam» retedoes oar people "There every fw suk examen bit bmp should te har Thoy imply tan thee ate consequence for Be amin fcmenetons Bs ne mee roger of evtton wh par mcd, hasten wih ters ho ‘te pcr nnn ood i, Benga ewer RM bares UP na, gem ect EAGER LES amas emt H ioe oa Sorc eee Eis beomtl re ie‘Hat ofthe mas meds ad nal in betg "ene 8 pete val el fp caren fa ata Tm the sts are among th very fo tt we ba of which poise th pote relevance of neers ea: oma a nang aca he mu mat ona a ch i enter ft ae The ndings av frou a esis, whe he iar af mor ocent date were matte, pt least, by tit "aoconery” af wis wo ave nit et maken. cuarrer The Part Played By People Sh of ig he en i caer gees ee Ene eo eye he Bg an de ee oe {ae minds, and why hy cage Cer, and ect ey tela te mast moda ae not aloe determinants of & Henge 2 See guna tc tay wae i Srecmied same att wil laf pair aa ot a feanceotnart10) Ins ofthe Mo Communion Pees ‘The Opinion Leader Idea and the Two-Step Flow of Communication To investigate this problem, ptr atenton was paid to thre peoie who changed et vote testing the uate of he campaten. Wen tue oop wer asked what ind eontbted to their decison, their ane ws the ep The one sure of ince tht sumed to be fat ‘heed ofall others in determining the wy people made wp {he minds wae perenal infaence. Given ths ie from ie teslinony of he votes eds other dts snl hypothe {Slat lan People wend to ot, seen, he way ease Sater vote wives ke bastands, a tember wh thle ‘Ie, woes wi fw epost, Prt ake {eae way tho dts led (altho hy were not co ety ee nw pre) i te me ese ‘ho ental opin et aero te [Btetone of thle elows, And coud bo shown tt Boe pines lenders they wore ded oer no at al det clit thane who ave ought of adr a the wll ‘SE inonee opin leaders Samed to bo dieibted i all ‘Sreupatonal loupe aon every socal snd econo love “Finer queton wes bow: Who a wat indnoe the Anni Here where he mags mela reenter the pe fre Fo th eerste mach re hen the non-op Tents that for hem, ia mass ela ore fet. Poe Sons tit way tno en Gore ee of ‘wostep dow af commusleaton” ‘The soggsten ball ‘putt hat sate, som to ew frm sala so ek ening aero hom ote et of “tly presented asthe major prof this vlan epee sents an temp est and Frey extend hee Lens. Othe ‘oes with sae besng, ar the ways a whch hy me Tike one another ast fr iy ih Itrodoction "These sade al tend to bear out the vay of he pian leader isin one way ater, nd to ake quite expt that the tol eg of th mats penunon procs mut to ‘The Pt ay Pee mak room for “paola Inerening fats ben the ‘imei ofthe meta and relat opin, deo wn {mths sta contte not cyt te alan 9 ppt devant of th ner nerve fase, bt lo © ‘Thor ffl foonton ofthe opi ede Kes tel ‘velit sy, praps,tat a esto inventing and ‘UL abou fe pti eens coment exh fae no ote hme hls of soil research which ‘Geigeear av been Ttucnerng” he pray erowe? ete a cnet eee neo en ein two WepeFla lth Phenrnon of opsan hip wa acovred bat ew, Holy of the wepreed {iba of open ear trghout te opaaton sd abel of Ue Character a thr eltas with efor om {hoy ce ident (fom, fens co-worker) 000 ed {el Hee ees ht ee ey {foun st apr and ht pon Tei ot a ta ‘farrell have and ober so, bat ithe a pole eniap a tga port of te grea a of (ery penal slatnhipr Is bang sot, ott Sock, Ut al trpersn tora pote setvors wPctaanction ae that sn opnen Teer ‘an best be ‘Gough of ara group member Hapng «key communion eT hl lft tt the ing pan rad {othe pei eter wt whom thoy ao xtc com ste Be robseven. eee ee a ect 3 ay ‘eee B= gucdetiaey AF prado ae elo Me tay gre a Secaeo Ins oft a Contes Poses “This wedscony” ofthe primary grap, fou ote ums out to bo anywhere oa th ay Basa sea of pall a ‘Sci sclnoy over the at ws decades. Ando eos, fot stung tat commits feeren-preiated {ihe aneitene, rst bat, on te evance enter [onal rine ameng i st © anounes thet fas Frmbind sot the anal rou ‘We wait to digs sewbat now from our cau wit tau munition toate tho oearoes Insel com ey eernt Sade of ths very sme pater of poury [Boop wedacovery The net nvr pagent the coo a ‘Sapte, wil be deveted to th dgesin ‘The Rediscovery ofthe Primary Group: Case Histories of an Interoening Variable "The “ducovary” ofthe primary ou oe ofthe ablove- mans compte! seal tenes. We hve been tein te {ory of “alcove In one, pottng ox how reser i eons te at py rr into night bean portant Itrvening variable he mae ‘houmuratone proce, aad Bow that sai now bog to’ applied. Sar srr ca be tld oer major le of oll qty aad we propos to epodsce sme of them {fo intat what we meat. An emmioton af wach of De ‘Sg evel ek ha very wr ed ‘emf empl Badingy to amend thins the {hey wore dying nae te make rom for te nerves rol of primary group elation Tn yxy road she, lett rovlew te ary of the “ee ducovery” ofthe mall frou in dasa soon, Elven cnr cnt vey by W.- Warer the ns of his Yankee Gt eres Tn wach thee thro contin hefty, the army nd the orben committe sth plo af reducovay ate | | | | | 8 11 Th Pr ed Fee feet os mor ll Wo ae concerned with he way i allch {Se anny pup a avant Fectr was he gpa In each aro and to imparet, bw it append fo be over {Sbld'n the fet place Thies eactly lst we have Boon tp putt ep he conto om epee at sid rah nd erm nom tem; Inench oo we all noch ge hs. ‘dt nd a hn the seat ‘tgs explnn wat as going ona this paint, tel, ‘hes hich potted tothe pray group were sear and {iy the lovenco of itrpesonal rebtlons was “edi verod” We shall arate on he commen cements fh rtm below tat tu ower the hrs eae (0) me crour ese ET “Te clan setacovery f the plnary group 8 fetor to be reckoned wih In usc, bt cel theme a he ainowe. conten of intial socangy, te Haw. ‘See sade Wht bein ata sy a he Socom pro- Ak, of chung In werking onions acs Sr 'tumtatan weg plan ot poo, working how, te corte erie ha hte ovine Per ie "beter er ene” te Be sey a ‘he cy tet et up ewe Oe 1 pel of several yey of work, the pale got bie, nd 1 ies ie car a rm of yee toto ths eprint veto at, bt oe EES nal ee fee poe a ed raat of fat stones dey he ot on ‘here fd the Cyd wa fay ‘ch hey sud omen ha hy or cout ove wind ene gd tend nd wn wee pong Sancho of seta Gy Ha Hog ited ie Qee Ta UA a eeewn Image th Se Comtstins Pee to rcv fom managenent snd researcher at ron 9 the xpernents btn Hach tine on expernnal vale Was inteduced-wbether It proved york sandtone of made them orstho group woud expres tees high apts Std involvement the epuranal ta by lcesing po ‘cen. Bat i 8 yt the mala p ed ‘ong cig tit ec a ems ‘athe was ot posible ae inoonl op atc mate ‘oly within ‘he age atory ell (Le wet tho lated {eta andthe econ which the tort ‘op had) and ths wee Uo, whether Foch rp fost: font might nt aio have an eft on prot. T8 ine, the vestigate et vate cn sane workers Jn thle mate Int iy ad hy tae fest sch an frmal wou And when thy edad te gonp, thoy dicovred Sn bad cde dunce on poco, ut where he alan of efor poop had sted heey ‘oda, bare the Invetgtors fed troup note hes {presen The workers had opel onto, snl rat mp eater prodectny wise the proving “pee at! fe Vy ey thy Seed an wats to ther own iden (va is broly seep its) aout what tn aver day roccton shod band {hi he production nom fey Rell each tert Her he pan Jost ee the toy of ms een tons tad vei nteatons hare the eench hpi gas 1 teling ofthe paste vloance of lnterpersooa eton, {0 fue nthe ete ofthe ass pods Tatny-th va re of tndstilsoltynabing or Than cory tht {ho “mode” was wrong. could have reveled tht ry te Intoehis wren operton ad were loan fo produto, () se enor ree core oe ame REEL Feet eS te age the nmtpted emergence ofthe nary gop wie the fame of fe fomely orp on stucte im ‘Mh Pr Plaga y Pepe (ne af the best known ofthese Phe Asean Solr ey of ates of sles in the Ameren Army dog ‘orl War ts Sorat deca sets of the tty employ Sede rine poses aor xiany “hat pat of tho tvestpton which foes on the nde. Iping mates fr lingo to ht a teresting example ‘aust eo. The athe repr tht ding tht combat ‘motion war aulted with atacment to 4 infoal ‘oun, The prtaton af Eads, fr exampl, o he need to ‘Set ary Gaensler te tmotimportat enon foiling to enter atl Hse on, oem to hve been satin of sept od ‘Ha notes ssectatd ith ltrpetsonal ects wer cone sist repted noe tmporant than tes ee ‘td er te acm rth plat and sages gal of the wat tho eet of dpi and of onal eds mn shove Thi ur pattern aan-hee 0, ho pny 0p ‘nur ot at ft eocaved of tral “The dat tthe Hiwtoro dies wore Iga ebscrae oul ad coal fe eal on ho intron of nda In'The Anerian Solr, however data were withered from {Atma ernesestin finial es Sespnding 2 gai fos para rp The Amore, Siler tc ewch cso to to tabs of communications, cf ea The ins of ats Feces han aro the nda ‘sh which commontatons search sambed wp dh Pe Tiny group ave weey mh ie tote tat were aval In Fe dn Sein at pr foe i tal ina comet! sample, The pear group had t bo Impotd so apa, n both ote sods” rng ese ‘ches ill be Si ine pierces tae Ch TESTEtn Image of he SMa Commons Poser (c) sm crour oe connary comer “There snather Lad ae of sles wish exe Intely {0 teen that he ntrmal group om worth reckoning wit ‘To omeem ef hese ranches to urea cmt abo the loin which ma commarieatoa sane pater vet portant, the sre fst portant, fr ove pron, the sre of states wher a i Sc Soke iy eee Te one ono that Warar, to, not ston to sad the pinay {Boup aren npn element in he eae md ql ‘Sea ho even une the lngunge of “scorer? Warner == ‘ote at "ins dcoory of the cqoe andthe determination tie great sgpennce' sta soil td sora mecenisn ‘im ite ate or Bik vetignton Yanko Cy ‘We ently bocane evinced thatthe clgue Were net Inorrtanee tote fay In plang poop oly” Ones ‘or he cu eat ve nme fom he wry peopel ‘idlad, Aboot ts, Waree sys Wo dang bee are horn of ch dgtns is iw Cowl er ek oc nh i ‘Bott fects sc tro dacpie fs spasl Seg mei tS Se spain at ‘Mela rah cow oh ts bate uae inte wht pond be etn dee nae {ey bal al ring pert gay he Mc ete oe eee cama a Here apn we st Interpersonal eelatons “edcovered.” ‘rh cnn ens ferent many ays fom the pe eding to and yt ares with term, a ith as ela nae tow co he et ad by Pee esearch the sorry hat interpol zltions ar elovant {Sen ndetanding of proba i soll eseneh er the {Poblon ito undeitnd Ue wodinge of the tat stn of ‘Summa he ctr by which people mien prestige {ova grote and to themacivn Te, bveigatoe esely cf what wan eva Inlasod me things 6 ong eborkond, oy, ecy but tho ea tat informal rend ING egos mit Es bass factor for onering stats, and tint Snubiiy" mgt be charceied ax moving fram one ‘Sue to sother spy not spear, Thu, Warner saya Sipe warded. ote, it os el ‘The Common Elements in the Pattern Wo now have examined four cay of recovery"our om mn commsietions ory and th cao the fact, {So army, and the ten comity, For exch, we have ted fo tace ie renarch ope tne dt th recognition that [arson elatonetho rinary groups leva i teenager” for pouctin Int factory, et fer coma the ary oda obi he ran commanty fe for espone to as med ianaces Ts very aoparent that thre ae common sleds In thi patton of eli ove dite the wey diferent stntv reas ia Whlch {EE cover tok pace. Roaghy, te pation seme to be ("eof a te posible enc cae to recon shpat wat wat expos to be relent. tn oer ‘ody is peu to molly tho model of how thas ‘eld wor-bich wee fn te minds of hase concaed ‘ar got onder way. In ity, where factors ating rly wore wee sty or th ese f te ey, ‘ier tho geblen ws to spel the detrbiant of moa, oourhar had pata typetatone arto what was tnt nd what an 'mot soc ae, tho fags fn Sadr of rere ad to pce for the pinay Bou, Interperceltlons, «tert faster for produto, (fo combat wilngsse