The discovery of the division of information labour in the technological society by means of secondary analysis
Abstract:
The inventors of the two-step-hypothesis, the Columbia researchers, touched upon a major problem in mass communication: The differentiation of the target groups in terms of individual receptiveness. But they did not answer any of our important questions. On the contrary. Biased by their research tradition they worked themselves into a blind allev. This fallacy influenced the development of the mass communication theory in a negative way. I have therefore described the main causes of that misadventure in an appendix to this paper.
Research Papers
People interest as a basic criterion in market segmentation and the integration of research
Catalogue: ESOMAR/WAPOR Congress 1969
Author: Jarko Cerha
 
June 15, 1969
Research Papers
Is opinion leader and opinion follower identical person?
Catalogue: ESOMAR Congress 1968
Author: Arthur Graham
 
June 15, 1968
Research Papers
Some notes on the application of a general theory of diffusion of innovations on household decision-making
Catalogue: ESOMAR Congress 1968
Author: G. J. Randoe
 
June 15, 1968
