CMN 1160 Chapter Notes - Chapter 5&8: Market (Place), Opinion Leadership, Interpersonal Communication

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CMN 1160 Full Course Notes
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CMN 1160 Full Course Notes
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2-step flow of communication theory: news diffusion: process of spreading by word of mouth fresh and timely information about recent news events or situations through a number of individuals, ex. Market places, tavers, coffee houses: 1: initial release of news story in mass media, 2: word of mouth diffusion. Erie county, ohio: the site of the study. Study of how people make up their minds for whom to vote as one of the most detailed and sophisticated survey research efforts ever completedd on that topic. Design permitted repeated interviewing of a sample o six hundred which allowed or assessments of any infuences that those repeated interviews might have had on their vote decisions. Inluence of repeated interviews worried researchers, people would become more interested in the election campagins if an interviewer came several times a month. Solution: panel design also interviewed control panel (4 different sets of 600 who hadn"t been previously interviewed)

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