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Voting: A Study of Opinion Formation in a Presidential Campaign
"Voting" is an examination of the factors that make people vote the way they do. Based on the famous Elmira Study, carried out by a team of skilled social scientists during the 1948 presidentialExpand
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Mass communication popular taste and organized social action.
This is perhaps the most sophisticated statement of the point of view that the chief social effect of the mass media is no change--to enforce the status quo and keep change from happening. ThisExpand
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Public Opinion and the Classical Tradition
The speculative approach to public opinion characteristic of the last century and the current empirical approach may be seen as supplementary rather than antithetical. Modern research techniques canExpand
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The Two-Step Flow of Communication
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6. Katz, E. Personal Influence: The Part Played by People in the Flow of Mass Communications
$  % ˘ ) ˘*    )   $ ˘ :  ++ ˘ ˘ * ) [˝ ˘] / . =. ˘ // ˜ . – 2003. – ! 3.10. Media Agenda-Setting in the Presidential Election [ ˘] / M. McCombs, Ch. Eyal, D. Graber,D.Expand
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THE CONTROVERSY OVER DETAILED INTERVIEWS—AN OFFER FOR NEGOTIATION
FROM the beginning, public opinion research has been badgered by the problem of "depth." Does a simple answer to a simple question really reveal a man's opinion? The controversy, if such it may beExpand
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