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The People s Choice

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The People s Choice

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    1. The People´s Choice Ein Klassiker der Medienwirkungsforschung

    2. „The People´s Choice“ - Gliederung Einleitung Die Wahlstudie Zentrale Ergebnisse Two-Step Flow of Communication und Meinungsführerkonzept Verstärker-Hypothese Auswirkungen / Einordnung in die Medienwirkungsforschung Kritik / Fazit

    3. „The People´s Choice“ - Einleitung Erie-County Studie von Paul F. Lazarsfeld, Bernard Berelson und Hazel Gaudet Studie zum Wahlverhalten während der Präsidentschaftswahlen 1940 in den USA Zentrale Fragen: „... How and why people decided to vote as they did?“ „What were the major influences upon them during the campaign of 1940?“ Ziele: Analyse des Wahlverhaltens Prozess der Meinungsbildung Einflüsse zur Einstellungsänderung Überraschende Ergebnisse

    4. „The People´s Choice“ - Ausgangssituation Stimulus-Response-Modell (Lasswell, 1927)

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