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Elihu Katz A. He is an American Sociologist and a Communications Researcher and Professor. 1. B.A., Columbia College, Columbia University and M.A. & Ph.D. in Department of Sociology, Columbia University 2. He taught Sociology and Communications 3. The main focus of his books & papers is the interplay between media, conversation, opinion, and action in the public sphere. Paul S. Lazarsfeld A. He is the mentor of Elihu Katz and the co-author of the research. 1. He is an Austrian-born American Sociologist 2. He founded four university-related institutes of applied social research and was a professor of sociology at Columbia University for three decades. 3. Lazarsfeld's major interests were the methodology of social research and the development of institutes for training and research in the social sciences. Two-step flow of communication A. It is the hypothesis that ideas often flow from radio and print to opinion leaders and from these to the less active sections of the population which shows how media affects decision-making. 1. It refined the ability to predict the influence of media messages on audience behavior, and it helped explain why certain media campaigns may have failed to alter audience attitudes and behavior. 2. The purpose of it is to help other researchers understand the flow of mass communications when it comes to individuals decision making. 3. There are two steps of the flow of communication. a. The first stage of the flow of information from the media is to individuals (opinion leaders) who pay close attention to the mass media and its messages receive the information. b. The second stage is when opinion leaders pass on their own interpretations in addition to the actual media content. B. According to Katz, the hypothesis aroused considerable interest and suggests that the present urban civilization needed modification or change. 1. People should have more interpersonal relations with each other than hooking up to the media, which could not be reconciled with the two-step flow of communication. C. Opinion leaders are quite influential in getting people to change their attitudes and behaviors and are quite similar to those they influence. D. It gave way to Multi-step flow model of mass communication/diffusion of innovation theory (most people form their opinions under the influence of opinion leaders that in turn are influenced by the mass media.) The Peoples Choice (The Erie County Study) - 1940 A. It was based on a panel study of 2,400 voters in Erie County, Ohio. B. Paul Lazarsfeld, Bernard Berelson, and Hazel Gaudet oversaw a team of 15 local interviewers (chiefly women) who from May through October interviewed the 2,400 citizens as a way of tracking their decision-making during the campaign and factors that influenced it. C. It introduced the paradigm of the two-step flow of communication, which later became associated with the limited effects model of mass media. D. The finding suggested that face-to-face or personal influences are more effective than political campaign messages distributed through the media. The Elmira Study -1948 A. It was funded by Ford Foundation. B. The Bureau of Applied Social Researchconducted the second of its major studies of voting behavior in Elmira, New York (1948), the chosen for the panel studies.

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C. In their panel data, it was suggested that Truman would be re-elected. However, the opposite happened, Thomas Dewey defeated Harry Truman. The 3 Subsequent Studies A. Rovere Study - 1949 1. It has interviewed 86 respondents in a small town in New Jersey to name the people to whom they turned for regarding a selection of matters. 2. Opinion leaders are those who were mentioned four or more times by those interviewed. 3. There are two differences between this and the Voting Study. a. There is a difference in the conception of opinion leadership. b. The voting study was interested in questions as the extent of the role of interpersonal influence in decision-making and its relative effectiveness compared to the mass media, while the Rovere study took for granted the importance of the influence, and tried to find the people who play key roles in its transmission. 4. It makes use of the initial interviews to locate opinion leaders and hardly to explore the relationships between leaders and followers. Once the leaders were designated, they proceeded to classifying them into different types, studying the communications behavior of the different types and the interaction among the leaders themselves. (Very little attention was given to the interaction between the leaders and the original informants who designated them.) B. Decatur Study - 1945-46 1. It focused on the importance of media-stimulated interpersonal communication between opinion leaders and their followers as they made consumer decisions about movies, fashions, and so on. 2. Panel interviews on 800 women in Decatur, Illinois, asking what or who influenced their decision making. Robert Melton and Lazarsfeld, along with a famous sociologist C. Wright Mills (authored Sociological Imagination) trained local Decatur women to register surveys to targeted women in the summer of 1945. 3. While the Rovere study focuses on the decision making on the opinion leaders and their influence, the Decatur study focuses on the decision making on the opinion leaders based not only their influence on the people, but also on their popularity in the mass media. 4. It was published as part of the Elihu Katz and Paul Lazarsfelds Personal Influence, a book that would argue that media influence was less powerful than face-to-face contacts, which solidified the two-step flow model of communication. C. Drug Study - 1955 1. It focused on what influences the doctors ways on decision making to adopt new drugs. 2. Doctors in the relevant specialties in four Midwestern cities were interviewed, regarding questions on background, attitudes, drug-use, the exposure to various sources of information and influence, and the like. a. Also, each doctor was also asked to name the three colleagues he saw most often socially, the three colleagues with whom he talked most frequently about cases, and the three colleagues to whom he looked for information and advice. (Not only does it include doctors, but with the patients as well.) b. The networks of social relations on this study (friendships and consultations as such) are recorded of any decision what drug would he suggest to his patients via prescriptions. 3. Compared to the other 2 studies, this imposes psychological and sociological framework. a. The doctors are not the only source of information concerning his decision. b. Objective data from prescription records are also used.

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c. The role of different influences is assessed not only on the basis of the decisionmakers own reconstruction of the event, but also on the basis of objective correlations from which inferences concerning the flow of influence can be drawn. Personal Vs. Media Experience A. Personal Influence illustrate the process intervening between the medias direct message and the audiences reaction to that message 1. Decatur Study claims that personal influence figured both more frequently and more effectively than any of the mass media. 2. In Drug Study, the doctors colleagues are the most frequently mentioned source. a. Integration of the doctor in the medical community is an important factor in decisionmaking. A. Flow of Personal Influence deals with the opinion leader and opinion follower. 1. In Rovere Study, one set of opinion leader is occupied with local affairs and another with cosmopolitan affairs. a. There is a concentration of leadership in the highest status, whose influence flows from this group to individuals of lower status. 2. Decatur Study studies the impact in 3 realms. a. In marketing, opinion leadership is among older women with larger families. i. These women also influence other women of their own age with equally large families. b. In fashions and movie-going, the young, unmarried girl is the opinion leader. c. There was no appreciable concentration of opinion leader in any of the socioeconomic levels. 3. In Elmira Study, a leader in one sphere is not likely to be opinion leader in another unrelated sphere as well. a. People talk to others like themselves, preferably to those of similar age, occupation, and political opinion. B. There are three certain aspects of influence. 1. The personification of certain values or Who one is is an aspect of successful influence because the opinion follower wants to be like the opinion leader. a. In fashions and movie-going, the young, unmarried girls are fashion leaders. 2. Competence or What one knows is also important due to the fact that an opinion follower prefers an opinion leader with the knowledge or familiarity of the matter. a. In marketing, older women have greater experience than younger ones. b. In movie-going, the young people are looked at as opinion leaders for their familiarity with the motion picture world. c. In the field of medicine, the most scientific of the practicing physicians is the most opinion leader. d. In Elmira Study, the more educated people on each socioeconomic level are opinion leaders. e. In Rovere Study, the cosmopolitans are opinion leader according to the assumption that they had large amount of information. 3. Strategic social location or whom one knows is divided into whom the opinion leader knows within a group and outside. a. This is related to every kind of leadership. b. Whom one knows within the group implies that the sphere of influence of the opinion leaders is within his/her group. i. In Rovere Study, the influence of local opinion leader is based on their central location in the web of interpersonal contacts. ii. In rumor transmission, those who are socially active are agents of rumor. iii. In Decatur Study, interest alone is not the determining factor for it takes two to be a leadera leader and a follower.

c. Whom one knows outside the group implies than an individuals influence is not limited to his/her group, but also those who he/she knows outside his/her group. i. In both Elmira and Decatur Studies, men are more likely than women to be opinion leaders in the realm of public affairs. ii. In Elmira Study, opinion leaders belonged to more organizations, more often knew workers for the political parties. iii. In Drug Study, opinion leader doctors more frequently attend meetings than others. VIII. Conclusion A. Influence of the media to opinion leader 1. Despite their greater exposure to media, opinion leaders are still primarily affected by other people. B. Influence of the media to opinion follower 1. Most opinion followers are influenced by other people. C. Interpersonal relations have 3 purposes and each of it relates interpersonal relations to decision-making. 1. As channels of information a. People communicate with others to be informed. 2. As source of social pressure a. It became sources of pressure to conform to the groups way of thinking and acting. b. It is clearly evident in the homogeneity of opinion and action observed among voters and among doctors in situation of uncertainty. 3. As source of social support a. It provides confidence and support. D. The hypothesis was proven to be true. 1. Media in that time had not affected the decision-making of people for they rely more on the opinion of the opinion leaders, who were also more influenced by the other people than the media. E. Media during time of research vs. media of today MEDIA DURING TIME OF RESEARCH MEDIA OF TODAY (1940s-1955) (1970s-Present) -The Information Age (Rise of -Age of the Internet/The Information Age Newspapers, Devt of Radio, Rise of Films, (Electronic Phase: Computer Age/Digital Start of Television) Age) -No PC Computers until 1972 -Various sizes and brands of computers/laptops -There was no Internet until 1969 -Various speeds of internet connections (modem/broadband/wireless/dial-up) -No World Wide Web until 1989 -Numerous data from other countries -Very few colored TVs and channels -Various sizes and brands of colored TVs/increase in number of channels. -Radio & Print (few Television) -Radio, Print, Television, & Internet -No video cassettes, laserdiscs, DVDs, -There are video cassettes, laserdiscs Blu-ray Discs,etc. DVDs, Blu-ray Discs, PDF files,etc. REFERENCES: Elihu Katz. (1957). The Two-Step Flow of Communication: An Up-To-Date Report on an Hypothesis. Penn Libraries. November 12, 2012, from: http://repository.upenn.edu/cgi/viewcontent.cgi? article=1279&context=asc_papers&seiredir=1&referer=http%3A%2F%2Fwww.google.com.ph %2Furl%3Fsa%3Dt%26rct%3Dj%26q%3Dpersonal%2Binfluence%2Bkatz%2Breview %26source%3Dweb%26cd%3D7%26ved%3D0CEoQFjAG%26url%3Dhttp%253A%252F %252Frepository.upenn.edu%252Fcgi%252Fviewcontent.cgi%253Farticle

%253D1279%2526context%253Dasc_papers%26ei%3DLFuiUNesIc32mAXcgoHIBg%26usg %3DAFQjCNG1pUznNyLidmBxXxc7oUG6rCID2w#search=%22personal%20influence %20katz%20review%22 Lazarsfeld, Paul F. (1901-1976). (2012). Book Rags. Retrieved, November 12, 2012, from: http://www.bookrags.com/research/lazarsfeld-paul-f-1901-1976-eci-02/ Simonson, P. & Archer, Lauren. (n.d.). Classical Media Studies from the 1930s and 40s (A Sampling.). Media Research in the 1940s. Retrieved, November 12, 2012, from: http://www.outofthequestion.org/Media-Research-of-the-1940s/Trends.aspx#Decatur Two Step Flow Theory. (n.d.). University of Twente. Retrieved, November 12, 2012, from:http://www.utwente.nl/cw/theorieenoverzicht/theory%20clusters/mass %20media/two_step_flow_theory-1.doc/ Media Research of the 1940s (2012). The Hebrew University of Jerusalem. Retrieved, November 12, 2012, from: http://communication.mscc.huji.ac.il/upload/File/KatzCV.pdf Social Science Research Council. (n.d.). Elihu Katz: Bibliography. The Media Research Hub. Retrieved, November 12, 2012, from: http://mediaresearchhub.ssrc.org/elihu-katz/person_view What Events Happened in 1957. (2004-2012). The People History: Where People Memories and History Join. Retrieved, November 12, 2012, from: http://www.thepeoplehistory.com/1957.html Bellis, M. (2012).20th Century Timeline - The Industrial Thirties. About.com. Retrieved, November 12, 2012, from: http://inventors.about.com/od/timelines/a/twentieth_4.htm