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The course explores the research activities of Paul Lazarsfeld, Robert K. Merton and their colleagues on radio audiences, newspaper, book and magazine readers, film- doers, 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. The last - newest literature - is the paper published in January 2022 with the authorship by Elihu Katz: His Master's Voice. Course finished
with the online communications research of 11th September issue as an example of just-in-time research. Last update: Jeřábek Hynek, prof. PhDr., CSc. (06.02.2026)
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For course requirements is decisive the course outline (uploaded in SiS in section "Files" - Name: Syllabus) for the current term. The participants are obliged to study this document in detail at the beginning of the Summer Term. Last update: Jeřábek Hynek, prof. PhDr., CSc. (06.02.2026)
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Obligatory literature: Jerabek,H. (2017, 2019): Paul Lazarsfeld and the Origins of Communications Research. Routledge. Katz,E. (1957) : The Two-Step Flow of Communication: An Up-To-Date Report on an Katz,E. (2021) : His Master’s Voice. International Journal of Communication 16(2022), Forum 608–615.(in SIS) 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 (in SIS) Lowery,Shearon - De Fleur,M.(1983): The People’s Choice: The Media in a Political Campaign. in: Lowery-De Fleur: Milestones in Mass Communication Research. Media Effects. London, Longman 1983, pp.86-112 Recommended literatur for seminar papers: 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 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. 1360-80 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) 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. (2021) : His Master’s Voice. International Journal of Communication 16(2022), Forum 608–615. 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-Rosenberg eds.(1955): The Language of Social Research. New York, The Free Press 1955, selected chapters. 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. - 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. 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 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 Last update: Jeřábek Hynek, prof. PhDr., CSc. (06.02.2026)
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AI use Policy in the Course: The students are grateful to be able to use generative Ais, but limited, only to use to help with finding sources or to correct spelling and grammar for an assignment. Students may decide not to use artificial intelligence tools or not to have their work processed by artificial intelligence, and such decisions is fully respected by lecturer. The use of generative artificial intelligence (AI) tools is permitted in this course only in supporting phases (e.g., research, search of sources, language correction). It is not permitted to use AI to create the main text, footnotes, conclusions, or arguments. Generative AI (e.g., ChatGPT and similar tools) may only be used as a supplementary means of searching for information/sources, not for creating required outputs. It is always necessary to state when and how AI was used. Copying AI-generated results in their literal or slightly modified form and presenting them as your own work is considered plagiarism. All uses of AI tools must be explicitly stated according to the guidelines set by FSV UK, and they must adhere to the broader ethical recommendations provided by Charles University. Last update: Jeřábek Hynek, prof. PhDr., CSc. (06.02.2026)
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1. Introduction - Foundation of Communication Research 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. His Master’s Voice by Elihu Katz 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. International Communication On-line Research Last update: Jeřábek Hynek, prof. PhDr., CSc. (06.02.2026)
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