The People’s Choice

The People's Choice is a seminal work by Paul Lazarsfeld, Bernard Berelson, and Hazel Gaudet, published in 1944. This book introduced the two-step flow model of communication.

The model proposes that mass media's influence on public opinion is less direct than interpersonal interactions. It suggests that media messages are first received and interpreted by "opinion leaders," who then relay this information to less active media consumers. Research for the book, conducted during the 1940 U.S. presidential election, found that voters were more likely to be influenced by discussions with others than by direct media consumption. This challenged the prevailing belief in the direct, powerful effects of mass media.