Chapter 9 Personal Influence: The Two-Step Flow of Communication

The Role of People in Mass Communication Effects n Background –Status of media effects theory in 40s and 50s? –Small-groups research Primary groups Nature vs. Nurture “Social Reality”

Overview n Background –When was study conducted? –Who conducted? –Where conducted? –Book? –Sponsor and Funding?

Decatur Study Design n Purpose n Four areas of influence –Marketing (food & household items) –Fashion (clothing, hair style, cosmetics) –Public Affairs (political and social issues) –Movies n Framework for describing opinion leaders –life cycle –SES –Social contacts (gregariousness)

Examining Personal Influence n Decatur Study methods n Identifying “influentials” –the generally influential –the specific influentials –everyday contacts –self-designations n Other influences?

Who were the most influential opinion leaders? n In marketing –SES peers –large family wives –the gregarious women n In fashion –the “girls” –the gregarious women

Most influential opinion leaders? (con’t) n In public affairs –high-SES women –the gregarious women –men n For movies –the “girls”