| Description |
301 pages ; 22 cm. |
| Series |
Harper's social science series
|
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Harper's social science series.
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| Bibliography |
Includes bibliographical references. |
| Contents |
Communication : the research challenge -- Project Revere : the research opportunity -- The pretest and its pilot study -- Orientation to mathematical models -- Developing the mathematical model -- The design and conduct of the major experiment -- The identity of knowers and nonknowers -- Social diffusion -- Accuracy of the message recall as a measure of the degree of contact achieved -- Compliance and a test of effective communication -- Validity and reliability in the measurement of diffusion -- Trends in communication theory and research. |
| Summary |
Traces a research project from its theoretical and practical origins through a pilot study, a pretest, and a final mature experiment. More than 128,000 leaflets carrying civil-defense messasges were dropped on 13 communities from airplanes. To measure the impact of this mass communicative effort, a total of nearly 3,000 face-to-face interviews were conducted, and nearly 2,000 mailback responses were obtained. This volume discusses empirical results, methodological problems, and general theoretical problems in the sociology and psychology of communications, relating the study to developments in information theory. |
| Subject |
Communication.
|
|
Communication. |
|
Leaflets dropped from aircraft.
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Leaflets dropped from aircraft. |
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Information theory.
|
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Information theory. |
| Indexed Term |
Communication |
|
Information theory |
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Leaflets dropped from aircraft |
| Added Author |
Larsen, Otto N.
|
|
Chapin, F. Stuart, Jr. (Francis Stuart), 1916-2016, series editor.
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| Other Form: |
Online version: DeFleur, Melvin L. (Melvin Lawrence), 1923- Flow of information. New York : Harper, [1958] (OCoLC)608627543 |
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