Livingstone,+Sonia.+The+Influence+of+Personal+Influence

=Livingstone, Sonia. The Influence of //Personal Influence// of the Study of Audiences. = //Annals of the American Academy of Political and Social Science.// Vol. 608. "Politics, Social Networks, and the History of Mass Communications Research: Rereading Personal Influence." (Nov., 2003), pp. 233-250.

==This article takes a look at Katz and Lazarsfeld’s (1955) publication of //Personal Influence//, and the contrast between the heroic narrative, as a form as mass media, to new media dominating audiences. It looks into how people can engage with new media in their everyday lives to further participation publically. ==

**Argument ** ==Livingstone argues that further research needs to be done on the development of new media and technologies with regards to people and their relationships with mediation, conversation, and community. She believes there needs to be a longitudinal study done as technology and new media is growing all the time as we are on the brink of a new age of development. ==

**Key Passages **

==“Far from being a marginal subfield, the study of audiences represents a crucial site in which to analyze critically how political and economic power is played out in people’s everyday lives. (235)” == ==“Throughout his work, Katz has argued against a view of mass society comprised of monolithic and homogeneous media and a mass audience of defenseless viewers. (241)” ==

Please see pages 245-50.

Link to PDF inside JSTOR: http://www.jstor.org/stable/25097864