The part played by people: a new focus for the study of mass media effects: Images of the mass communciations process: Between media and mass -- The part played by people -- Norms and networks in the process of persuasion: linking small group research with mass media research: An essay in convergence -- Norms and small groups -- The role of the group in influencing change -- Interpersonal networks -- The group and the world outside -- The flow of everyday influence in a midwestern community: Locating personal influence: Criteria of influence -- A technique of confirmation -- The impact of personal influence: The place of impact analysis in the study of influence -- Searching for and assessing the impact of various influences -- Evaluating the impact of various influences marketing -- The role and sequence of various influences -- Some further technical problems -- Variations in impact -- The flow of personal influence: On describing the flow of influence -- Marketing leaders -- Fashion leaders -- Public affairs leaders -- Movie leaders -- The two-step flow of communication -- A summary of influences and influentials -- Technical appendices and commentaries on the research: Choice of the city -- A guide to the questionnaire -- On follow-up interviewing and analysis -- On the construction of indices

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