Elihu Katz, sociologist Paul Lazarsfeld disciple who last visited March Segovia to participate in the symposium "Transnational Connections " of IE University, was among the first to emphasize the limited impact of media on the masses, the impact would be screened by community opinion leaders, true guides between their political lobbyists. At a time (years 50) in which the power of the media embracing thought, Katz and Lazarsfeld drew attention to the old 'word of mouth'.
As suggested by Katz in a recent interview Gabriela Cardoza, a second year Bachelor of Communication at the University of Segovia, the recent social revolutions in the Middle East shows that word of mouth opinion leaders can increase social impact through the media like Facebook or Twitter 2.0: "Social media is a mobilizing force. Word of mouth and new media are now together. Have been strengthened while the mainstream media have been weakened. " In the interview
Katz addresses two of his main contributions to communication studies: the 'two-step flow' (in collaboration with his mentor Lazarsfeld) and 'media events', he studied with Daniel Dayan.
hear from one of its protagonists anecdotes about the history of communication research is a privilege, a great little nuance: Katz is judge and jury and, therefore, from a journalistic point of view, source concerned. His famous book Katz, Personal Influence (1955) marked a before and after in the history of research on social media. His theory that the media were not as influential as he believed that sociology lost for a time his interest in studying the impact of mass media in . The Lang of Chicago (Gladys and Kurt ), whose careers were devoted to study the massive influence, could not believe the unprecedented success of the book. Interestingly, Katz and Lazarsfeld's emphasis on the word of mouth has become remarkably relevant in the era of the 'social networking sites. "
Jeff Pooley, professor at Muhlenberg College in Pennsylvania, devoted his doctoral dissertation at Columbia to dismantle myths and legends related with the history of communication research. Recently returned to print, in collaboration with David Park, a collection of essays critically analyzing the reasons of the agendas of communication scholars.
myths, myths are. Good to know.
# # #
0 comments:
Post a Comment