He postulated that ideas flow from media to opinion leaders to the rest of the population, in his "two step flow of communication.
This thinker points out that people only provide justifications they believe will promote understanding of their viewpoint in his 1935 article "The Art of Asking Why," in which he puts forth his "reason analysis." He wrote a work which followed eight thousand people in 1940 in Erie County, Ohio, concluding that the views of most political voters are not converted by the media, only reinforced by the media. He postulated that ideas flow from media to opinion leaders to the rest of the population, in his "two step flow of communication." In a 1947 study, along with Robert Merton, he coined the term "narcotizing dysfunction," though he was criticized by C. Wright Mills for his "abstracted empiricism." FTP, name this author of The People's Choice and Personal Influence, who is called the "founder of modern empirical sociology."
This thinker points out that people only provide justifications they believe will promote understanding of their viewpoint in his 1935 article "The Art of Asking Why," in which he puts forth his "reason analysis."
Paul Felix {Lazarsfeld}