The Two-Step Flow of Communication: An Up-To-Date Report on an Hypothesis PDF Download

Author: Elihu Katz
Publisher: Ardent Media
ISBN:
Category : Communication
Languages : en
Pages : 20

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Author: Kate Kenski
Publisher: Oxford University Press
ISBN: 0199793484
Category : Political Science
Languages : en
Pages :

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Since its development shaped by the turmoil of the World Wars and suspicion of new technologies such as film and radio, political communication has become a hybrid field largely devoted to connecting the dots among political rhetoric, politicians and leaders, voters' opinions, and media exposure to better understand how any one aspect can affect the others. In The Oxford Handbook of Political Communication Kate Kenski and Kathleen Hall Jamieson bring together leading scholars, including founders of the field of political communication Elihu Katz, Jay Blumler, Doris Graber, Max McCombs, and Thomas Paterson,to review the major findings about subjects ranging from the effects of political advertising and debates and understandings and misunderstandings of agenda setting, framing, and cultivation to the changing contours of social media use in politics and the functions of the press in a democratic system. The essays in this volume reveal that political communication is a hybrid field with complex ancestry, permeable boundaries, and interests that overlap with those of related fields such as political sociology, public opinion, rhetoric, neuroscience, and the new hybrid on the quad, media psychology. This comprehensive review of the political communication literature is an indispensible reference for scholars and students interested in the study of how, why, when, and with what effect humans make sense of symbolic exchanges about sharing and shared power. The sixty-two chapters in The Oxford Handbook of Political Communication contain an overview of past scholarship while providing critical reflection of its relevance in a changing media landscape and offering agendas for future research and innovation.

Author: Rachele Orsola Bugini
Publisher: GRIN Verlag
ISBN: 3668858489
Category : Language Arts & Disciplines
Languages : en
Pages : 16

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Seminar paper from the year 2018 in the subject Communications - Research, Studies, Enquiries, grade: 1,3, Free University of Berlin (Publizistik und Kommunikationswissenschaft), language: English, abstract: This paper provides a theoretical background of Lazarsfeld's "Two-step Flow of Communication" and the debates around the validity of his theory in the digital era. It focuses on two Twitter studies conducted in the recent year, it presents and evaluates the results. Since its formulation, the theory of the two-step flow of communication has been tested and validated, on numerous occasions through replicative studies, conducted on different topics. However, changes in technology in the past decade, especially the proliferation of web-based media such as blogs, online communities and social networks, have led to reassess the validity of the theory in relation to the new media environment. Thanks to the Internet individuals can communicate instantly across geographic boundaries to one, few or many people. Social networking sites enable individuals to express opinions on any topic and instantly share them with others. The contemporary (social) media environment has renewed interest in the concept of two-step flow generally, and opinion leadership specifically. Several researches have been conducted to investigate if the model can still be explanatory of the flow of news and interactions occurring online on web platforms and social media. The purpose of this work is to present the actual stand of the research and discuss the main findings of the studies led by the questions: is the two-step flow still relevant as a theorical framework? How does information flow from traditional media to their audience in the digital age? Are opinion leaders still playing a role in this process? In the first chapters, a theoretical framework of the most discussed communication theories will be provided.

Author: Elihu Katz
Publisher: Routledge
ISBN: 1351500201
Category : Social Science
Languages : en
Pages : 435

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First published in 1955, "Personal Influence" reports the results of a pioneering study conducted in Decatur, Illinois, validating Paul Lazarsfeld's serendipitous discovery that messages from the media may be further mediated by informal "opinion leaders" who intercept, interpret, and diffuse what they see and hear to the personal networks in which they are embedded. This classic volume set the stage for all subsequent studies of the interaction of mass media and interpersonal influence in the making of everyday decisions in public affairs, fashion, movie-going, and consumer behavior. The contextualizing essay in Part One dwells on the surprising relevance of primary groups to the flow of mass communication. 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." In his introduction to this fiftieth-anniversary edition, Elihu Katz discusses the theory and methodology that underlie the Decatur study and evaluates the legacy of his coauthor and mentor, Paul F. Lazarsfeld.

Author: Elihu Katz
Publisher: Transaction Publishers
ISBN: 1412830702
Category :
Languages : en
Pages : 436

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Author: Abanoz, Enes
Publisher: IGI Global
ISBN: 1799885550
Category : Social Science
Languages : en
Pages : 277

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We are living in a digital era in which most of our daily activities take place online. This has created a big data phenomenon that has been subject to scientific research with increasingly available tools and processing power. As a result, a growing number of social science scholars are using computational methods for analyzing social behavior. To further the area, these evolving methods must be made known to sociological research scholars. Opportunities and Challenges for Computational Social Science Methods focuses on the implementation of social science methods and the opportunities and challenges of these methods. This book sheds light on the infrastructure that should be built to gain required skillsets, the tools used in computational social sciences, and the methods developed and applied into computational social sciences. Covering topics like computational communication, ecological cognition, and natural language processing, this book is an essential resource for researchers, data scientists, scholars, students, professors, sociologists, and academicians.

Author: Gary Irwin Schulman
Publisher:
ISBN:
Category : Communication
Languages : en
Pages : 230

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Author: Gabriel Weimann
Publisher: SUNY Press
ISBN: 9780791421420
Category : Social Science
Languages : en
Pages : 388

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Book Description
Although opinion leadership has been the subject of numerous studies, in areas ranging from politics to fashion and in many societies and cultures, The Influentials represents the first systematic analysis of the concept. It offers a multidisciplinary presentation of the definitions, typologies, methods, and findings of opinion leadership, from its early formulation, through the emergence of the first empirical evidence, to the most recent research. Weimann examines opinion leadership and personal influence in a number of areas, including marketing, public opinion and elections, education, fashion, science, agriculture, and health care. He also examines the growing criticism of the model based on theoretical and empirical weaknesses of the original concept and evaluates for the first time modifications that have emerged, including a new measure (the PS Scale) and its testing and application. The final chapters for the first time link opinion leadership with the important theoretical and research tradition of agenda setting.

Author: Robert Huckfeldt
Publisher: Cambridge University Press
ISBN: 9780521542234
Category : Language Arts & Disciplines
Languages : en
Pages : 278

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Book Description
Political disagreement is widespread within the communication network of ordinary citizens; furthermore, political diversity within these networks is entirely consistent with a theory of democratic politics built on the importance of individual interdependence. The persistence of political diversity and disagreement does not imply that political interdependence is absent among citizens or that political influence is lacking. The book's analysis makes a number of contributions. The authors demonstrate the ubiquitous nature of political disagreement. They show that communication and influence within dyads is autoregressive - that the consequences of dyadic interactions depend on the distribution of opinions within larger networks of communication. They argue that the autoregressive nature of political influence serves to sustain disagreement within patterns of social interaction, as it restores the broader political relevance of social communication and influence. They eliminate the deterministic implications that have typically been connected to theories of democratic politics based on interdependent citizens.

Author: Philippe Maarek
Publisher: Taylor & Francis
ISBN: 1134439504
Category : Political Science
Languages : en
Pages : 209

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Book Description
This book seeks to provide readers with a cross-national perspective concerning the art of political communication in a field increasingly affected by globalization, fragmentation of political audiences, and the rise of professional communications experts - a field concerned not only with how leaders are chosen, but also with how they govern. Structured in two sections, Political Communication in a New Era examines both methods of gathering and disseminating information in a time of technological transformation, and developments in the uses of political communication across the globe. Contributors offer perspectives from Canada, France, Germany, Israel, Italy and the United States.