COMM 118 Lecture Notes - Decatur, Illinois
Document Summary
Personal influence: what is personal influence, the personal influence study was in decatur, il in 1945, this was a study with 800 women who were asked how did they get all their media/ news. In this process, there was a constant pattern of identifying certain individuals that the women kept mentioning, and declared them their leaders. 3: this is called the two-step flow, when you get your news from a person who gets their news from the direct source (the news), two-step flow & opinion leaders, media does play a role in our lives. In 2006, s & s looked form media, creating involvement. 1: this study showed a reciprocal effect. When people are leaders when they have a lot of info, they will not stop seeking the info: nisbet and kotcher. In 2009, n & k attempted to reach opinion leaders to influence climate attitudes. 1: there were minimal outcomes, but the application of theory, lyons and henderson.
