ABSTRACT
The goal of this chapter is to evaluate the pertinence of the social influence model over media influence. The study of the key determinants that shape public opinion has been the central concern of research research in political communication and voting behavior. The contribution of Elihu Katz and Paul Lazarsfeld was vital to the development of the field of political communication; it showed how cross pressures from community leaders (including family and friends) affect political behavior and election outcomes. 1 Attitudinal conflicts can lead, for example, to a reduction of partnership and diminished interest in politics and the policy process. The basis of the authors’ study is the 1940 presidential election in the US, they found “that certain people in every stratum of a community serve relay roles in the mass communication of election information and influence.” 2
