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Lazarsfeld and Merton ’ s classic essay has long been criticized as a high point of the dominant effects tradition in communication theory.
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Lazarsfeld and Merton
Lazarsfeld worked with Robert Merton and thus hired C. Wright Mills to head the study.
Both Merton and Lazarsfeld were new faculty members in Columbia University ’ s Department of Sociology appointed in 1941.
Apparently the pair had little contact until Merton and his wife came to dinner at the Lazarsfeld ’ s Manhattan apartment on Saturday evening, 23 November 1941.
Upon arrival Lazarsfeld explained to Merton that he had been just asked by the U. S. government ’ s Office of New Facts and Figures to evaluate a radio program.
Thus ‘ Merton accompanied Lazarsfeld to the radio studio, leaving their wives in the Lazarsfeld apartment with the uneaten dinner ’.
Lazarsfeld was using the famous Stanton-Lazarsfeld Program-Analyzer, to record the responses of listeners, and in the ensuing interviews they conducted, Merton was instrumental in ensuring questions were properly answered.
Lazarsfeld and Merton set out to understand the burgeoning public interest in problems of the ‘ media of mass communication ’.
The remainder of Lazarsfeld and Merton ’ s paper discusses structure of ownership and operation of the mass media specific to the U. S .— especially the fact that in the case of magazines, newspapers, and radio advertising ‘ supports the enterprise ’: ‘ Big business finances the production and distribution of mass media … he who pays the piper generally calls the tune ’.
* Paddy Scannell, ‘ The End of the Masses: Merton, Lazarsfeld, Riesman, Katz, USA, 1940s and 1950 ’, in his Media and Communication.
* Lazarsfeld, Paul F. and Robert K. Merton, ‘ Mass Communication, Popular Taste, and Organized Social Action ’, in L. Bryson ( ed.
Opinion leadership is a concept that arises out of the theory of two-step flow of communication propounded by Paul Lazarsfeld and Elihu Katz Significant developers of the theory have been Robert K. Merton, C. Wright Mills and Bernard Berelson.
At Columbia he was a student of Paul Lazarsfeld and Robert K. Merton and received a Ph. D. in 1961.
In their original formulation of homophily, Lazarsfeld and Merton ( 1954 ) distinguished between status homophily and value homophily.
* P. F. Lazarsfeld, R. K. Merton ( 1954 ).
Lazarsfeld and ’
Soon after settling into his new home on Riverside Drive, Adorno met with Lazarsfeld in Newark to discuss the Project ’ s plans for investigating the impact of broadcast music.
Not only did Lazarsfeld ’ s data indicate people of lower socioeconomic status tended to listen to more radio programming, but also they were simultaneously less likely to listen to “ serious ” radio content.
In 1944, Paul Lazarsfeld contacted McFadden Publications in regards to his first book, The People ’ s Choice.
By 1955. the Decatur study was published as part of Elihu Katz and Lazarsfeld ’ s book Personal Influence.
Similarly, critics argue that most of Lazarsfeld ’ s findings pertain to learning factors involved with general media habits rather than the learning of particular information.
However, Lazarsfeld ’ s two-step hypothesis is an adequate description to understand the media ’ s influence on belief and behavior.
Lazarsfeld, Berelson and Gaudet ( 1944 ) also conducted a famous panel study “ The People ’ s Choice ” on the 1940s election campaign.
They fall into a stupor, or apathetic hypnosis, that Lazarsfeld called the ‘ narcotizing dysfunction ’ of exposure to mass media.
* Lazarsfeld, Berelson and Gaudet ( 1944 ), The People ’ s Choice
Lazarsfeld and has
Paul Lazarsfeld has been the President of the American Sociological Association ( ASA ) and the American Association for Public Opinion Research.
Since the study of 1940 US presidential election in Erie County, Ohio by Paul Lazarsfeld and his colleagues, little evidence of mass communication effects has been found over the next twenty years.
In the past the town has been a popular place of residence for several scientists, literary people, and artists, including Franz Kafka, Ezra Pound and Paul Lazarsfeld, who appreciated its mild climate.
Lazarsfeld and been
In 1934, she divorced Lazarsfeld, who had been involved with Herta Herzog since 1932.
Lazarsfeld and criticized
While Lazarsfeld clearly did not see his own research agenda as the only approach to communication research, others criticized his " administrative research "-- paid for by commercial and military funding — as an overwhelming move toward empirical, short-term, effects-based research.
Lazarsfeld and high
* Marienthal: The Sociography of an Unemployed Community Marie Jahoda, Paul F. Lazarsfeld, Hans Zeisel, Christian Fleck ( Areas of high unemployment rates )
Lazarsfeld and point
Therefore, Lazarsfeld concluded that the effects of the campaign were not all powerful to the point where they completely persuaded " helpless audiences ", a claim that the Magic Bullet, Hypodermic Needle Model, and Lasswell asserted.
Lazarsfeld and effects
There are four main media influence theories: hypodermic needle model ( 1930s behaviorism ), two-step flow model ( Katz and Lazarsfeld, 1955 ), limited effects ( Klapper, 1960 ), and the spiral of silence ( Noelle-Neumann, 1984 ).
Lazarsfeld and tradition
Theodor W. Adorno, who had worked under Lazarsfeld at the Radio Project, came to represent an intellectual tradition that contrasted with Lazarsfeld's own dedication to empiricism and willingness to collaborate with industry.
Lazarsfeld and communication
Lazarsfeld introduced the idea of the two step flow model of communication in 1944.
A professor in the School for Communication at the University of Pennsylvania collaborated in 1955 with Lazarsfeld, in research to observe the flow of influence at the intersections of mass and interpersonal communication and wrote their book Personal Influence Katz pursued Lazarfeld's research in a study of the flow of information.
By the 1950s, there were increased concerns about the power of the mass media, and with Elihu Katz, Lazarsfeld published Personal Influence, which propounded the theory of a two-step flow of communication, opinion leadership, and of community as filters for the mass media.
His first book, co-authored in 1955 with his Columbia University mentor, Paul Lazarsfeld, was an attempt to observe the flow of influence at the intersections of mass and interpersonal communication.
Lazarsfeld and theory
However, this incident actually sparked the research movement, led by Paul Lazarsfeld and Herta Herzog, that would disprove the magic bullet or hypodermic needle theory, as Hadley Cantril managed to show that reactions to the broadcast were, in fact, diverse, and were largely determined by situational and attitudinal attributes of the listeners.
Lazarsfeld disproved the " Magic Bullet " theory and " Hypodermic Needle Model Theory " through elections studies in " The People's Choice " ( Lazarsfeld, Berelson, Gaudet 1944 / 1968 ).
Paul Lazarsfeld and Elihu Katz are considered to be the founders of functional theory and their book Personal Influence ( 1955 ) is considered to be the handbook to the theory.
Lazarsfeld was born to Jewish parents in Vienna, where he attended schools, eventually receiving a doctorate in mathematics ( his doctoral dissertation dealt with mathematical aspects of Einstein's gravitational theory ).
Lazarsfeld felt this publication was necessary because " no central theory was visible, and we began hearing rumors that important people questioned whether we knew what we were doing " ( Lazarsfeld, 1969 ).
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