Social Influence Theory By Paul F. Lazarsfeld

BACKGROUND
Paul F. Lazarsfeld was born in Viena, Austria, February 13, 1901., He was a son of Robert Lazarsfeld, a lawyer, and Sofie Munk, F. Lazarsfeld Psikologi.Paul this is a mathematics undergraduate at the University of Viena Lazarsfeld also a Graduate sociology of Comunicólogo sociological Austria is one of the most influential social experts in the era of mass. Because kerorisinalnya and unity of ideas, energy and personal attractiveness, productivity and social research he did, his influence in the field of sociology and social research has been the recognition in America and Europe. He has found a variety of theories, and one of them is the Theory of Social Influence.

The Social Influnce Theory originated from the need arises opinion leaders to convey the message to the audience, then along with the development time and the more modern era, the way the messenger conveyed through advertising. The appearance of the message through an advertisement because in order to be more effective and efficient way of delivering the message.

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