[Sketch] Response to Lazarsfeld
The following is a brief sketch of a response to Lazarsfeld’s Personal Influence and “Remarks on Administrative and Critical Communications Research.”
Writing in the middle of the twentieth century, Lazarsfeld’s agenda centers around an attempt to break apart the hypodermic needle model of communication. Traditionally, models of communication identified a mass media machine that broadcasts information onto a willing and waiting public. These broadcasts are both immediately interpreted by the public and also contain within them an unavoidable call to action that sways public opinion (Personal Influence 16). In Personal Influence, Lazarsfeld points out that the traditional tripartite communication model of audience research, content analysis, and effect analysis is, in actuality, a hierarchical model that positions audience research and content analysis as subordinate to effect analysis (ibid 19). Moreover, communications research has continually introduced steps in between the sending of the message and the receiving (such as analyzing the content or context of the message) that has continually worn away the legitimacy of the hypodermic needle model (ibid 20). read more…
