The People's Choice: How the Voter Makes Up His Mind in a Presidential Campaign

Lazarsfeld, Paul; Bernard Berelson; Hazel Gaudet

Verlag: Duell, Sloan and Pearce, New York, 1944

Beschreibung

First edition. Signed by Paul Felix Lazarsfeld on front free endpaper, inscribed to former owner, whose name is written above on the same page.vi, [2], 178 pp. Publisher's dark green cloth lettered in gilt. A Good copy lacking a jacket, with dulled spine lettering, worn tips, some underlining and a few marginal notations in pencil and variously colored inks, general reading wear. A scarce signature from Lazarsfeld, the Austrian-American sociologist and founder of the Bureau of Applied Social Research at Columbia University. This influential work was a key development in the two-step flow of communication model theory, which posited "opinion leaders" within communities whose views are parroted by the masses.; this was a refutation of the even more top-down "hypodermic needle" or "magic bullet" theory. According to the current publishers of the book, Columbia University Press, who have kept it in print since 1948, the three co-authors "found that media such as newspapers and radio and campaign advertising did not have a profound influence on individual voting habits. Instead, interpersonal interactions and word of mouth were more significant for most voters. They argued that mass media reached a small but crucial subset of people, who passed information on to less avid media consumers." It has become a classic in the field of communications. Bestandsnummer des Verkäufers 140939867

Bibliografische Details

Titel: The People's Choice: How the Voter Makes Up ...

Verlag: Duell, Sloan and Pearce, New York

Erscheinungsdatum: 1944

Zustand: Good

Signiert: Signatur des Verfassers

Auflage: First Edition.