ABSTRACT
This part introduction presents an overview of the key concepts discussed in the subsequent chapters. The part seeks evidence for our hypothesis that small groups are anchorage points for opinions, attitudes and values. It concerns the evidence for the existence of group-shared norms, the origin of such norms, the reasons and the dynamics of their enforcement. The part explores the bearing that they may have on an understanding of the process of effective communication. It reviews the teachings of small group research concerning the processes which are involved in the interpersonal transmission of a communication. The part explores the conditions making for the effectiveness—or for the lack of it—of personal communication and, generally, to ask what accounts for the substantial influence that people in face-to-face contact seem to have over each other.
