You are not currently logged in.
Access JSTOR through your library or other institution:
If You Use a Screen ReaderThis content is available through Read Online (Free) program, which relies on page scans. Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
The Influence of "Personal Influence" on the Study of Audiences
The Annals of the American Academy of Political and Social Science
Vol. 608, Politics, Social Networks, and the History of Mass Communications Research: Rereading Personal Influence (Nov., 2006), pp. 233-250
Published by: Sage Publications, Inc. in association with the American Academy of Political and Social Science
Stable URL: http://www.jstor.org/stable/25097864
Page Count: 18
You can always find the topics here!Topics: Mass communication, Audiences, News media, Political debate, News content, Cultural studies, Gratification, Mass media, Social research, Communication theory
Were these topics helpful?See somethings inaccurate? Let us know!
Select the topics that are inaccurate.
Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
Preview not available
This article looks back at the publication of Personal Influence (Katz and Lazarsfeld 1955) to bring into focus the multistranded history of discussion and debate over the mass media audience during the twentieth century. In contrast with the heroic narrative, constructed retrospectively, that prioritizes cultural studies' approaches to audiences, the author suggests that this rich and interdisciplinary history offers many fruitful ways forward as the agenda shifts from mass media to new media audiences. Although audience research has long been characterized by struggles between critical and administrative schools of communication, and between opposed perspectives on the relation of the individual to society, Katz and Lazarsfeld's work, and subsequent work by Katz and his collaborators, suggests possibilities for convergence, or at least productive dialogue, across hitherto polarized perspectives as researchers collectively seek to understand how, in their everyday lives, people can, and could, engage with media to further democratic participation in the public sphere.
The Annals of the American Academy of Political and Social Science © 2006 American Academy of Political and Social Science