Limited effects theory paul lazarsfeld biography

Paul Felix Lazarsfeld (February 13, 1901 – August 30, 1976) was one of the major figures in twentieth century Americansociology. Founder of the Bureau of Applied Social Research at Columbia University, he conducted large-scale studies of the effects of communication through mass media on society, particularly on voting behavior.

Lazarsfeld developed the "two-step flow" theory of communication, based on his findings that the majority of the general public did not form their opinions or decide on a course of action based on directly receiving information, but rather relied on "opinion leaders." He also articulated concepts such as the "black-and-white" alternatives, which are used by governments to present situations in clear-cut choice format with one being unacceptable and the other desirable, and the "narcotizing dysfunction" of overexposure to information leading to public apathy.

Lazarsfeld's work illustrated the use of quantitative, mathemat