In 1940, Lazarsfeld, Berelson and Gaudet conducted the
first full-scale investigation of the effects of political mass communication.
Their research focused on the 1940 Presidential
election campaign and their findings were published in 1944 in The People's
Choice after more research had been conducted.
Their research was originally based on the simplistic
hypodermic needle model of media influence, whereby it was assumed that a
message would be transmitted from the mass media to a 'mass audience', who would
absorb the message.
Lazarsfelds investigations suggested that media
effects were minimal, and that audiences did not respond to a campaign as such
but were more influenced by a person they knew or an opinion leader.
The conception of a 'mass audience' was inadequate and
misguided due to individuals having opinions towards a message.
Social influences had a more effect on the process of
opinion formation and limited the media's effect. The research found that we
are more likely to respond to people we trust and know.
The study by Lazarsfeld et al concluded that only 5%
of people changed their voting behavior as a result of media messages.
Our responses to media messages will be mediated
through our social relationships, the effects of media messages being limited
by interpersonal relationships and group membership. There are
some people among the media audience who act as opinion leaders they see
themselves and are seen by others as having an influence on others.
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