The relationship between lazarsfeld and Katz

After the People's Choice, that is, the Yili Survey, lazarsfeld and Katz continued to do a series of research on the survey results, with the purpose of verifying whether the various assumptions put forward in People's Choice are applicable to other fields besides political elections. The book Personal Influence published by 1955 summarizes the conclusions of these surveys.

personal influence

Welcome to this issue of 100 million points of communication a day. Without the help of media, just talk about relevant theories. Today, let's talk about the follow-up study of the Yili survey-personal influence. The main reference books of this video are Professor Guo's Communication Course and Professor's Communication Outline.

After the Ili survey, lazarsfeld and Katz followed up the survey results. After many investigations, Katz and lazarsfeld found that the existing tendency, selective exposure mechanism, opinion leaders and two-level communication phenomena also exist widely in other fields besides political elections. These research results are written as personal influence in 1955.

Katz

An important contribution of personal influence is to put forward the concept of "intermediary factor". According to Katz and lazarsfeld, there are four "intermediary factors" that restrict and influence the effect of mass communication: one is the selective exposure mechanism, which includes three levels: selective attention, selective understanding and selective memory. The existence of this mechanism shows that the audience has a tendency to avoid certain media or content, and it is difficult for the avoided media and content to produce results. Second, the characteristics of the media itself-different media channels of information have different effects. Thirdly, different methods and skills of information content, including language and expression, will lead to different psychological reactions. Fourth, the nature of the audience itself-the existing position and inclination of the audience, their social relations, especially the attitude of opinion leaders, will play an important role in restricting the effect of mass communication.

Paul Lazarsfeld

As a follow-up study of Yili survey, personal influence supplements the results of Yili survey, which makes the theories of opinion leaders, two-level communication, existing political tendency and selective exposure no longer limited to political elections, but applied to all fields of life, and even penetrated into all aspects of our lives, not to mention the role of opinion leaders of major internet celebrities in the Internet, which is just a selective exposure mechanism. You can find many examples in your life. Let's give a simple example. When a beautiful woman receives a message, she will reply selectively. If the sender is a beautiful woman's sweetheart, she will reply gladly. If it is one of her spare tires, but she is rich, which is commonly known as ATM machine, she will reply occasionally. But if the sender is a toad that she thinks wants to eat swan meat,

Well, personal influence is enough. I think it is very necessary for each of us to understand the theory to be talked about in the next video, especially some negotiation processes, so please look forward to it ~ I am a black whale, a beginner, don't forget to praise it and pay attention to it ~ See you next time!