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Uses and Gratifications Research
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The Two-Step Flow of Communication: An Up-To-Date Report on an Hypothesis
The hypothesis that "ideas often flow from radio and print to opinion leaders and from these to the less active sections of the population" has been tested in several successive studies. Each study…
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Mass Communications Research and the Study of Popular Culture: An Editorial Note on a Possible Future for This Journal
In the Spring 1959 issue of the Public Opinion Quarterly, Bernard Berelson explains why he thinks that communication research may be dead. The pioneers in this field, he says, have abandoned their…
On the use of the mass media for important things.
The mass media are ranked with respect to their perceived helpfulness in satisfying clusters of needs arising from social roles and individual dispositions. For example, integration into the…
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The Uses of Mass Communications: Current Perspectives on Gratifications Research. Sage Annual Reviews of Communication Research Volume III.
The culmination of a decade of fruitful research on a new way of looking at mass communication effects, one that links the uses and gratifications approach with content analysis, audience research,…
Personal Influence: The Part Played by People in the Flow of Mass Communications
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…
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Medical Innovation: A Diffusion Study.
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The Export of Meaning: Cross-Cultural Readings of Dallas
Is there really a global village out there? It may be true that the whole world is watching Dallas and Dynasty, but is everyone seeing the same story? It is a fashionable worry among academics,…
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News, Talk, Opinion, Participation: The Part Played by Conversation in Deliberative Democracy
Deliberative democracy can be defined as a political system based on citizens' free discussion of public issues. While most scholars have discussed deliberative democracy normatively, this study…
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The Diffusion of an Innovation Among Physicians
Anthropologists and sociologists have long been concerned with the processes through which customs, practices, attitudes, or messages spread. Traditionally, these processes have been studied by…
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