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Two-step flow of communication
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=== Elihu Katz === [[Elihu Katz]] was a psychologist in the School for Communication at the University of Pennsylvania when he collaborated with Lazarsfeld in 1955. Their research aimed to observe the flow of influence at the intersections of mass and interpersonal communication which resulted in the book ''Personal Influence''. Katz pursued Lazarfeld's research in a study of the flow of information, which is the basis of ''Personal Influence''. Katz and Lazarsfeld concluded that: "... the traditional image of the mass persuasion process must make room for 'people' as intervening factors between the stimuli of the media and resultant opinions, decisions, and actions."<ref name="Katz & Lazarsfeld 1955"/>
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