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indigoBooksPaul F. Lazarsfeld

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Radio and the Printed Page: An Introduction to the Study of Radio and Its Role in the Communication…

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Radio Listening in America: The People Look at Radio Again (Classic Reprint)

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Personal Influence: The Part Played by People in the Flow of Mass Communications

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First published in 1955, Personal Influence reports the results of a pioneering study conducted in Decatur, Illinois, validating Paul Lazarsfeld's serendipitous discovery that messages from the media may be further mediated by informal "opinion leaders" who…