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Last update: doc. Mgr. Martin Hájek, Ph.D. (03.12.2019)
2. Austrian Radio Audience Research - Paul Lazarsfeld's RAVAG Report 3. Princeton Radio Project - The Leading Project in the Beginnings of Mass Communications Research 4. Attitude Formation Research, Panel Study Method and Opinion Leaders Discovery 5. Mass Communication and Interpersonal Communication - Two Main Topics 6. Two-step Flow of Communications Hypothesis and its Counterparts 7. Mass Media Influence: Invasion from Mars - A Study of Panic Created by a Radio Broadcast and Study of Mass Persuasion - War Bond Drive 8. Influentials and Types of Influentials (Local and Cosmopolitan Influentials) 9. Interpersonal Communication and Interpersonal Influence 10. Methods of Studying Opinion Leadership 11. Personality Strength Scale - A Method for Opinion Leaders Identification 12. 11th September ? International Communication On-line Research Communications Research course JSM311 explores the research activities of Paul Lazarsfeld, Robert K. Merton and their colleagues on radio audiences, newspaper, book and magazine readers, film-goers, and participants in interpersonal communication. It focuses on the period between 1931 and 1949. It documents in detail research studies by Lazarsfeld and his immediate colleagues on these subjects published during this period. However, primary attention is devoted to the research workshop, to research methods, examples of their imaginative use, methods of data presentation, interesting interpretations, and innovative findings made by Lazarsfeld and his colleagues. The next part of the course analyses the work of Elisabeth Noelle-Neumann from the Institute for Demoskopie in Allensbach, Gabriel Weimann from Haifa and many other followers of the communications research. Course finished with the online communications research of 11th September issue as an example of just-in-time research. |
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Last update: doc. Mgr. Martin Hájek, Ph.D. (03.12.2019)
Literature: Cantril,H.-Gaudet,Hazel-Herzog,Herta (1940) : The Invasion from Mars. A Study in the Psychology of Panic. Princeton, New Jersey, Princeton University Press 1940 Delia,J.G.(1987): Communication Research: A History. In: Berger,Ch.R.-Chaffee,S.H. eds.: Handbook of Communication Science. Newbury Park -,Sage 1987, pp.20-98 Gouldner, A.W. (1957) : Cosmopolitans and Locals: Toward an Analysis of Latent Social Roles - I. and II. Administrative Science Quarterly, vol. II: 281 - 306 and 444 - 480 Granovetter,M.S. (1973) : The Strength of Weak Ties. American Journal of Sociology 78, (1973), 6, pp. 1360-1380 Herzog,Herta (1938): Why Did People Believe in the Invasion from Mars? In: Lazarsfeld-Rosenberg eds.: (1955): The Language of Social Research. New York, The Free Press 1955, pp. 420 - 428 Jeřábek,H. (2006): Paul Lazarsfeld's Research Methodology (Biography, Methods, Famous Projects). Prague, The Karolinum Press (ISBN 80-246-1098-1) http://cupress.cuni.cz Jeřábek,H.: (2001): Paul Lazarsfeld - The Founder of Modern Empirical Sociology: A Hundred - Year Anniversary. International Journal for Public Opinion Research, 13 (2001), 3, pp. 229-244 Jeřábek,H.: (2001): Selected Bibliography of Paul Lazarsfeld's Most Important Works. International Journal for Public Opinion Research, 13 (2001), 3 Jeřábek,H. a Veisová,Eva: 11th September. Mezinárodní internetový komunikační výzkum. International Communication On-line Research. Edice Sociologické texty; 01:11. Praha, Sociologický ústav AV ČR, 2001, 53 s. (Czech and English), ISBN 80-7330-005-2 Katz,E. (1963) : The Diffusion of New Ideas and Practices. In: Schramm,W. ed.: The Science of Human Communication. New York, Basic Books 1963, pp. 77-93 Katz,E. (1957) : The Two-Step Flow of Communication: An Up-To-Date Report on an Hypothesis. Public Opinion Quartely 21, (1957), 1, pp.61-78 Katz,E. (1987) : Communications Research since Lazarsfeld. Public Opinion Quarterly 51, (1987), 50th Aniversary Issue , pp.S25-S45 Lazarsfeld,P.F.(1940): Radio and the Printed Page. An Introduction to the Study of Radio and Its Role in the Communication of Ideas. New York, Duell,Sloan & Pearce 1940 (the reprint edition New York, Arno Press and The New York Times 1971) Lazarsfeld,P.F.-Berelson,B.-Gaudet, Hazel (1944) : The People's Choice. How the Voters Makes Up His Mind in a Presidential Campaign. New York, Duel, Sloan and Pearce 1944 1th ed. (citation according the 2nd ed. New York, Columbia University Press 1948) Lazarsfeld,P.F. - Fields,H. (1946): The People Look at Radio. Chapel Hill, Uni of North Carolina Press 1946 Lazarsfeld,P.F.-Katz,E. (1955) : Personal Influence. The Part Played by People in the Flow of Mass Communications. New York, The Free Press 1955 Lazarsfeld,P.F. - Kendall, Patricia L.(1948): Radio Listening in America: The People Look at Radio - Again. New York, Prentice-Hall 1948 Lazarsfeld,P.F.- Menzel,H. (1963) : Mass Media and Personal Influence. In: Schramm,W. ed.: The Science of Human Communication. New York, Basic Books 1963, pp .94-115 Lazarsfeld,P.F.-Merton,R.K.(1948): Mass Communication, Popular Taste, and Organized Social Action. In: Schramm,W.- Roberts,D.F. (eds.): The Process and Effects of Mass Communication. Urbana - Chicago - London, University of Illinois Press 1971, pp. 554 - 578 Lazarsfeld,P.F. - Rosenberg,M. eds.: (1955): The Language of Social Research. New York, The Free Press 1955 Lazarsfeld,P.F. - Stanton,F.N. eds.(1941): Radio Research 1941. (New York, Duel,Sloan and Pearce 1941 Lazarsfeld,P.F. - Stanton,F.N. eds.(1944): Radio Research 1942 - 1943. New York, Duell, Sloan and Pearce 1944 Lazarsfeld,P.F. - Stanton, F.N. eds.(1949): Communications Research 1948 - 1949. New York, Harper & Brothers 1949 Lazarsfeld,P.F. - Pasanella, Ann, K. - Rosenberg,M. eds.: (1972): Continuities in the Language of Social Research. New York - London, The Free Press, Collier-Macmillan 1972 Lin,Nan (1973): The Study of Human Communication. 1973 Lowery,Shearon - De Fleur,M.L. (1983) : The People's Choice: The Media in a Political Campaign. in: Lowery-De Fleur: Milestones in Mass Communication Research. Media Effects. New York-London, Longman 1983, pp.86-112 Lowery,Shearon - De Fleur,M.L. (1983) : Personal Influence: The Two - step Flow of Communication. in: Lowery-De Fleur: Milestones in Mass Communication Research. Media Effects. New York- , Longman 1983, pp. 176-203 Merton,R.K. (1949) : Patterns of Influence: A Study of Interpersonal Influence and of Communications Behavior In a Local Community. In: Lazarsfeld,P.F.-Stanton,F. eds. : Communications Research 1948-1949. New York, Harper & Brothers 1949, pp. 180-219 Merton, R.K.- Fiske, Marjorie - Curtis, Alberta (1946): Mass Persuasion. The Social Psychology of a War Bond Drive. New York-London, Harper & Brothers Publ. 1946 (2nd ed. Westport, Conn., Greenwood Press Pbl. 1971) Morrison, D.E. (1978b) : The Beginnings of Modern Mass Communication Research. Archives Européennes de Sociologie, 19, (1978), 2, pp.347-359 Noelle-Neumann, Elisabeth (1985) Identifying Opinion Leaders. 38th ESOMAR Congress, Proceedings, General Sessions. Wiesbaden, September 1985, pp. 173 ? 219 Noelle-Neumann, Elisabeth - Csikszentmihalyi, Mihaly (1992) : Personality Strength: A New Variable for Opinion-Attitude Research. paper presented at the WAPOR Conference, St.Petersburg Beach, Florida, May 1992 Robinson, J.P. (1976) : Interpersonal Influence in Election Campaigns: Two Step-flow Hypotheses. Public Opinion Quarterly 40, (1976), 3, pp. 304-319 Schramm,W. (1963): Communication Research in the United States. In: Schramm,W. ed.: The Science of Human Communication. New York, Basic Books 1963, pp.1-16 Schramm,W.-Porter,W.(1982): Men, Women, Messages and Media. Understanding Human Communication. Harper and Row Pbls. 1982 Sola Pool, Ithiel de (1963) : The Effect of Communication on Voting Behavior. In: Schramm,W. ed.: The Science of Human Communication. New York, Basic Books 1963, pp.128-138 Weimann,G. (1982) : On the Importance of Marginality: One More Step into the Two-Step Flow of Communication. American Sociological Review 47, (1982), 6, pp.764-773 Weimann,G. (1991) : The Influentials: Back to the Concept of Opinion Leaders? Public Opinion Quarterly 55, (1991), 2, pp. 267-279 Weimann,G. (1994) : The Influentials. People Who Influence People. Albany, State University of New York Press 1994 Literature for seminar papers: Fiske,Marjorie - Lazarsfeld,P.F.(1945): The Office of Radio Research: A Division of the Bureau of Applied Social Research, Columbia Uni. Educational and Psychological Measurement, 5, (1945), 4, pp. 351 - 369 Gaudet,Hazel: A Model for Assessing Changes in Voting Intention. In: Lazarsfeld-Rosenberg eds.(1955): The Language of Social Research. New York, The Free Press 1955, pp.428-438 Granovetter,M.S. (1973) : The Strength of Weak Ties. American Journal of Sociology 78, (1973), 6, pp. 1360-1380 Herzog,Herta (1938): Why Did People Believe in the Invasion from Mars? In: Lazarsfeld-Rosenberg eds.: (1955): The Language of Social Research. New York, The Free Press 1955, pp. 420 - 428 Jeřábek, H.: The RAVAG Study: The First Large Media Study in Central Europe (Chapter 3.1.) In: Jeřábek, H.: Paul Lazarsfeld's Research Methodology. (Biography, Methods and Famous Projects). Praha, Karolinum 2005 (in print) pp. 50-55 Jeřábek,H. a Veisová,Eva: 11th September. International Communication On-line Research. English part of the working paper 2001:11. Praha, Sociologický ústav AV ČR, 2001, 20 p. Katz,E. (1957) : The Two-Step Flow of Communication: An Up-To-Date Report on an Hypothesis. Public Opinion Quartely 21, (1957), 1, pp.61-78 Katz,E. (1963) : The Diffusion of New Ideas and Practices. In: Schramm,W. ed.: The Science of Human Communication. New York, Basic Books 1963, pp. 77-93 Lazarsfeld,P.: Evaluationg the Effectiveness of Advertising by Direct Interviews. In: Lazarsfeld-Rosenberg eds.(1955): The Language of Social Research. New York, The Free Press 1955, pp. 411-419 Lazarsfeld,P.-Berelson,B.-Gaudet,H.: Political Interest and Voting Behavior. In: Lazarsfeld-Rosenberg eds.(1955): The Language of Social Research. New York, The Free Press 1955, pp.155-158 Lazarsfeld,P.-Berelson,B.-Gaudet,H.: The Process of Opinion and Attitude Formation. In: Lazarsfeld-Rosenberg eds.(1955): The Language of Social Research. New York, The Free Press 1955, pp.231-242 Lazarsfeld,P.F. - Stanton,F.N. eds.(1941): Radio Research 1941. (New York, Duel,Sloan and Pearce 1941; any chapter 10 or more pages long Lazarsfeld,P.F. - Stanton,F.N. eds.(1944): Radio Research 1942 - 1943. New York, Duell, Sloan and Pearce 1944 ? any chapter 10 or more pages long Lazarsfeld,P.F. - Stanton, F.N. eds.(1949): Communications Research 1948 - 1949. New York, Harper & Brothers 1949 ? any chapter 10 or more pages long Lowery,Shearon - De Fleur,M.L. (1983) : The People'Choice: The Media in a Political Campaign. in: Lowery-De Fleur: Milestones in Mass Communication Research. Media Effects. New York-London, Longman 1983, pp.86-112 Lowery,Shearon - De Fleur,M.L. (1983) : Personal Influence: The Two - step Flow of Communication. in: Lowery-De Fleur: Milestones in Mass Communication Research. Media Effects. New York- , Longman 1983, pp. 176-203 Merton, R.K.- Fiske, Marjorie - Curtis, Alberta (1946): Mass Persuasion. The Social Psychology of a War Bond Drive. New York-London, Harper & Brothers Publ. 1946 (cited according edition Westport, Conn., Greenwood Press Pbl. 1971), pp.1-19 Merton,R.K.-Fiske,M.-Curtis,A.: Definition of a Situation. In: Lazarsfeld-Rosenberg eds.(1955): The Language of Social Research. New York, The Free Press 1955, pp.170-173 Metron,R.K. - Kendall, Patricia L.: The Focused Interview. In: Lazarsfeld-Rosenberg eds.(1955): The Language of Social Research. New York, The Free Press 1955, pp.476-489 Morrison, D.E. (1978b) : The Beginnings of Modern Mass Communication Research. Archives Européennes de Sociologie, 19, (1978), 2, pp.347-359 Smith, E.- Suchman, E.A.: Do People know why they buy? In: Lazarsfeld-Rosenberg eds.(1955): The Language of Social Research. New York, The Free Press 1955, pp.404-411 Weimann,G. (1991) : The Influentials: Back to the Concept of Opinion Leaders? Public Opinion Quarterly 55, (1991), 2, pp. 267-279 Weimann,G. (1994) : The Influentials. People Who Influence People. Albany, State University of New York Press 1994, Chapter 3: The Methods of Studying Opinion Leadership,pp.29-51
Literature for seminar papers: Fiske,Marjorie ? Lazarsfeld,P.F.(1945): The Office of Radio Research: A Division of the Bureau of Applied Social Research, Columbia Uni. Educational and Psychological Measurement, 5, (1945), 4, pp. 351 ? 369 Gaudet,Hazel: A Model for Assessing Changes in Voting Intention. In: Lazarsfeld-Rosenberg eds.(1955): The Language of Social Research. New York, The Free Press 1955, pp.428-438 Granovetter,M.S. (1973) : The Strength of Weak Ties. American Journal of Sociology 78, (1973), 6, pp. 1360-1380 Herzog,Herta (1938): Why Did People Believe in the ?Invasion from Mars?? In: Lazarsfeld-Rosenberg eds.: (1955): The Language of Social Research. New York, The Free Press 1955, pp. 420 - 428 Jeřábek, H.: The ?RAVAG? ? Study: The First Large Media Study in Central Europe (Chapter 3.1.) In: Jeřábek, H.: Paul Lazarsfeld's Research Methodology. (Biography, Methods and Famous Projects). Praha, Karolinum 2005 (in print) pp. 50-55 Jeřábek,H. a Veisová,Eva: ?11th September ? International Communication On-line Research?.English part of the working paper 2001:11. Praha, Sociologický ústav AV ČR, 2001, 20 p. Katz,E. (1957) : The Two-Step Flow of Communication: An Up-To-Date Report on an Hypothesis. Public Opinion Quartely 21, (1957), 1, pp.61-78 Katz,E. (1963) : The Diffusion of New Ideas and Practices. In: Schramm,W. ed.: The Science of Human Communication. New York, Basic Books 1963, pp. 77-93 Lazarsfeld,P.: Evaluationg the Effectiveness of Advertising by Direct Interviews. In: Lazarsfeld-Rosenberg eds.(1955): The Language of Social Research. New York, The Free Press 1955, pp. 411-419 Lazarsfeld,P.-Berelson,B.-Gaudet,H.: Political Interest and Voting Behavior. In: Lazarsfeld-Rosenberg eds.(1955): The Language of Social Research. New York, The Free Press 1955, pp.155-158 Lazarsfeld,P.-Berelson,B.-Gaudet,H.: The Process of Opinion and Attitude Formation. In: Lazarsfeld-Rosenberg eds.(1955): The Language of Social Research. New York, The Free Press 1955, pp.231-242 Lazarsfeld,P.F. - Stanton,F.N. eds.(1941): Radio Research 1941. (New York, Duel,Sloan and Pearce 1941 ? any chapter 10 or more pages long Lazarsfeld,P.F. - Stanton,F.N. eds.(1944): Radio Research 1942 - 1943. New York, Duell, Sloan and Pearce 1944 ? any chapter 10 or more pages long Lazarsfeld,P.F. - Stanton, F.N. eds.(1949): Communications Research 1948 - 1949. New York, Harper & Brothers 1949 ? any chapter 10 or more pages long Lowery,Shearon - De Fleur,M.L. (1983) : The People?s Choice: The Media in a Political Campaign. in: Lowery-De Fleur: Milestones in Mass Communication Research. Media Effects. New York-London, Longman 1983, pp.86-112 Lowery,Shearon - De Fleur,M.L. (1983) : Personal Influence: The Two - step Flow of Communication. in: Lowery-De Fleur: Milestones in Mass Communication Research. Media Effects. New York- , Longman 1983, pp. 176-203 Merton, R.K.- Fiske, Marjorie - Curtis, Alberta (1946): Mass Persuasion. The Social Psychology of a War Bond Drive. New York-London, Harper & Brothers Publ. 1946 (cited according edition Westport, Conn., Greenwood Press Pbl. 1971), pp.1-19 Merton,R.K.-Fiske,M.-Curtis,A.: Definition of a Situation. In: Lazarsfeld-Rosenberg eds.(1955): The Language of Social Research. New York, The Free Press 1955, pp.170-173 Metron,R.K. ? Kendall, Patricia L.: The Focused Interview. In: Lazarsfeld-Rosenberg eds.(1955): The Language of Social Research. New York, The Free Press 1955, pp.476-489 Morrison, D.E. (1978b) : The Beginnings of Modern Mass Communication Research. Archives Européennes de Sociologie, 19, (1978), 2, pp.347-359 Smith, E.- Suchman, E.A.: Do People know why they buy? In: Lazarsfeld-Rosenberg eds.(1955): The Language of Social Research. New York, The Free Press 1955, pp.404-411 Weimann,G. (1991) : The Influentials: Back to the Concept of Opinion Leaders? Public Opinion Quarterly 55, (1991), 2, pp. 267-279 Weimann,G. (1994) : The Influentials. People Who Influence People. Albany, State University of New York Press 1994, Chapter 3: The Methods of Studying Opinion Leadership,pp.29-51 |
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Last update: doc. Mgr. Martin Hájek, Ph.D. (03.12.2019)
Charles University in Prague, Faculty of Social Sciences Institute of Sociological Studies
Summer Semester 2008/2009 Course: SM311 Communications Research Instructor: Assoc.prof. dr. Hynek Jeřábek Credits: 9 ECTS Lessons 2 hours a week lectures/ 1 hour a week seminars Time/Place: 9:30-11:40 J2019 Main Text: Reader: Communications Research I. Obligatory Readings Supplementary Texts: Reader: Communications Research II. Papers for Seminar Presentations Consultation hours: Tuesday 14,00 ? 14:45 J - 3073
Course Outline Subject Literature (from the Reader): 1. Introduction - Foundation of Communication Research 1.1. Berelson,B.(1959): The State of Communication Research. Public Opinion Quarterly 23, (1959), pp.1-17 1.2. Katz,E. (1987) : Communications Research since Lazarsfeld. Public Opinion Quarterly 51, (1987), 50th Aniversary Issue , pp.S25-S45 2. Austrian Radio Audience Research - Paul Lazarsfeld's RAVAG Report 2.3. Jeřábek, H.: (1997): Paul Lazarsfeld´s Vienna RAVAG - Study 1932. In: Jeřábek,H.: Paul Lazarsfeld and the Origins of Communications Research. (in the translation process) 3. Princeton Radio Project - The Leading Project in the Beginnings of Mass Communications Research 3.4. Fiske,Marjorie - Lazarsfeld,P.F.(1945): The Office of Radio Research: A Division of the Bureau of Applied Social Research, Columbia Uni. Educational and Psychological Measurement, 5, (1945), 4, pp. 351 - 369 3.5. Lazarsfeld,P.F.-Merton,R.K.(1948): Mass Communication, Popular Taste and Organized Social Action. In: Rosenberg,B. - White,D.M., eds.: Mass Culture. N.Y., Free Press 1957, pp. 457 - 473 4. Attitude Formation Research, Panel Study Method and Opinion Leaders Discovery 4.6. Lazarsfeld,P.F.-Berelson,B.-Gaudet, Hazel (1944) : The People's Choice. How the Voters Makes Up His Mind in a Presidential Campaign. New York, Duel, Sloan and Pearce 1944 1th ed. (citation according the 2nd ed. New York, Columbia University Press 1948), Introduction 4.7. Lowery,Shearon - De Fleur,M.L. (1983) : The People's Choice: The Media in a Political Campaign. in: Lowery-De Fleur: Milestones in Mass Communication Research. Media Effects. New York-London, Longman 1983, pp.86-112 5. Mass Communication and Interpersonal Communication - Two Main Topics 5.8. Lazarsfeld,P.F.- Menzel,H. (1963) : Mass Media and Personal Influence. In: Schramm,W. ed.: The Science of Human Communication. New York, Basic Books 1963, pp .94-115 6. Two-step Flow of Communications Hypothesis and its Counterparts 6.9. Katz,E. (1957) : The Two-Step Flow of Communication: An Up-To-Date Report on an Hypothesis. Public Opinion Quartely 21, (1957), 1, pp.61-78 7. Mass Media Influence: Invasion from Mars - A Study of Panic Created by a Radio Broadcast and Study of Mass Persuasion - War Bond Drive 7.10. Herzog,Herta (1938): Why Did People Believe in the Invasion from Mars? In: Lazarsfeld- Rosenberg eds. 1955: The Language of Social Research. A Reader in the Methodology of Social Research. New York, The Free Press 1955, pp. 420 - 428 7.11. Merton, R.K.- Fiske, Marjorie - Curtis, Alberta (1946): Mass Persuasion. The Social Psychology of a War Bond Drive. New York-London, Harper & Brothers Publ. 1946 (cited according edition Westport, Conn., Greenwood Press Pbl. 1971), pp.1-19 8. Influentials and Types of Influentials (Local and Cosmopolitan Influentials) 8.12. Merton,R.K. (1949) : Patterns of Influence: A Study of Interpersonal Influence and of Communications Behavior In a Local Community. In: Lazarsfeld,P.F.-Stanton,F. eds. : Communications Research 1948-1949. New York, Harper & Brothers 1949, pp. 180-219 9. Interpersonal Communication and Interpersonal Influence 9.13. Lowery,Shearon - De Fleur,M.L. (1983) : Personal Influence: The Two - step Flow of Communication. In: Lowery-De Fleur: Milestones in Mass Communication Research. New York- , Longman 1983, pp. 176-203 10. Methods of Studying Opinion Leadership 10.14. Weimann,G. (1994) : The Influentials. People Who Influence People. Albany, State University of New York Press 1994, Chapter 3: The Methods of Studying Opinion Leadership,pp.29-51 11. Personality Strength Scale - A Method for Opinion Leaders Identification 11.15. Noelle-Neumann, Elisabeth - Csikszentmihalyi, Mihaly (1992) : Personality Strength: A New Variable for Opinion-Attitude Research. paper pres. at the WAPOR Conference, St.Petersburg Beach, Florida, May 1992 12. 11th September ? International Communication On-line Research 12.16. Jeřábek,H. a Veisová,Eva: 11th September. International Communication On-line Research. English part of the working paper 2001:11. Praha, Sociologický ústav AV ČR, 2001, 20p.
Student participation: Students are expected to actively participate in class discussions: Class participation makes up 10% of your grade. Seminar presentations: Students are expected to prepare a short seminar presentation concerning the topic of communication research. Average length 5-10 minutes. Student prepare a 1-2 pages outline for all students in the class and a powerpoint or overhead (slide) presentation (no more than 5 full screens). Seminar presentation makes up 40% of your grade. The selection of topic of your seminar presentation is due to October, 25th 2005 Examination: Examination will be by in-class 1-hour written test and written essay - 1 of the 10 topics. Test makes up 25% and essay makes up another 25% of your total grade. The test and essay will be written in the last week of lessons. Academic Counseling: Students are welcomed to discuss any problems or queries they might have preferably in the consultation hours Tuesday 14,00 - 14:45.
Literature for seminar papers: Fiske,Marjorie - Lazarsfeld,P.F.(1945): The Office of Radio Research: A Division of the Bureau of Applied Social Research, Columbia Uni. Educational and Psychological Measurement, 5, (1945), 4, pp. 351 - 369 Gaudet,Hazel: A Model for Assessing Changes in Voting Intention. In: Lazarsfeld-Rosenberg eds.(1955): The Language of Social Research. New York, The Free Press 1955, pp.428-438 Granovetter,M.S. (1973) : The Strength of Weak Ties. American Journal of Sociology 78, (1973), 6, pp. 1360-1380 Herzog,Herta (1938): Why Did People Believe in the ?Invasion from Mars? In: Lazarsfeld-Rosenberg eds.: (1955): The Language of Social Research. New York, The Free Press 1955, pp. 420 - 428 Jeřábek, H.: The RAVAG Study: The First Large Media Study in Central Europe (Chapter 3.1.) In: Jeřábek, H.: Paul Lazarsfeld's Research Methodology. (Biography, Methods and Famous Projects). Praha, Karolinum 2005 (in print) pp. 50-55 Jeřábek,H. a Veisová,Eva: 11th September. International Communication On-line Research. English part of the working paper 2001:11. Praha, Sociologický ústav AV ČR, 2001, 20 p. Katz,E. (1957) : The Two-Step Flow of Communication: An Up-To-Date Report on an Hypothesis. Public Opinion Quartely 21, (1957), 1, pp.61-78 Katz,E. (1963) : The Diffusion of New Ideas and Practices. In: Schramm,W. ed.: The Science of Human Communication. New York, Basic Books 1963, pp. 77-93 Lazarsfeld,P.: Evaluationg the Effectiveness of Advertising by Direct Interviews. In: Lazarsfeld-Rosenberg eds.(1955): The Language of Social Research. New York, The Free Press 1955, pp. 411-419 Lazarsfeld,P.-Berelson,B.-Gaudet,H.: Political Interest and Voting Behavior. In: Lazarsfeld-Rosenberg eds.(1955): The Language of Social Research. New York, The Free Press 1955, pp.155-158 Lazarsfeld,P.-Berelson,B.-Gaudet,H.: The Process of Opinion and Attitude Formation. In: Lazarsfeld-Rosenberg eds.(1955): The Language of Social Research. New York, The Free Press 1955, pp.231-242 Lazarsfeld,P.F. - Stanton,F.N. eds.(1941): Radio Research 1941. (New York, Duel,Sloan and Pearce 1941; any chapter 10 or more pages long Lazarsfeld,P.F. - Stanton,F.N. eds.(1944): Radio Research 1942 - 1943. New York, Duell, Sloan and Pearce 1944; any chapter 10 or more pages long Lazarsfeld,P.F. - Stanton, F.N. eds.(1949): Communications Research 1948 - 1949. New York, Harper & Brothers 1949; any chapter 10 or more pages long Lowery,Shearon - De Fleur,M.L. (1983) : The People's Choice: The Media in a Political Campaign. in: Lowery-De Fleur: Milestones in Mass Communication Research. Media Effects. New York-London, Longman 1983, pp.86-112 Lowery,Shearon - De Fleur,M.L. (1983) : Personal Influence: The Two - step Flow of Communication. in: Lowery-De Fleur: Milestones in Mass Communication Research. Media Effects. New York- , Longman 1983, pp. 176-203 Merton, R.K.- Fiske, Marjorie - Curtis, Alberta (1946): Mass Persuasion. The Social Psychology of a War Bond Drive. New York-London, Harper & Brothers Publ. 1946 (cited according edition Westport, Conn., Greenwood Press Pbl. 1971), pp.1-19 Merton,R.K.-Fiske,M.-Curtis,A.: Definition of a Situation. In: Lazarsfeld-Rosenberg eds.(1955): The Language of Social Research. New York, The Free Press 1955, pp.170-173 Metron,R.K. - Kendall, Patricia L.: The Focused Interview. In: Lazarsfeld-Rosenberg eds.(1955): The Language of Social Research. New York, The Free Press 1955, pp.476-489 Morrison, D.E. (1978b) : The Beginnings of Modern Mass Communication Research. Archives Européennes de Sociologie, 19, (1978), 2, pp.347-359 Smith, E.- Suchman, E.A.: Do People know why they buy? In: Lazarsfeld-Rosenberg eds.(1955): The Language of Social Research. New York, The Free Press 1955, pp.404-411 Weimann,G. (1991) : The Influentials: Back to the Concept of Opinion Leaders? Public Opinion Quarterly 55, (1991), 2, pp. 267-279 Weimann,G. (1994) : The Influentials. People Who Influence People. Albany, State University of New York Press 1994, Chapter 3: The Methods of Studying Opinion Leadership,pp.29-51
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