Paul Lazarsfeld et al.: The people's choice

The book, the choice of the people of South Korea, is the first social science to study from the empirical perspective how voters evaluate and choose candidates in a large democratic election. During the American presidential election in 1940, the panel surveying methods were used to analyze and sort out the voters' results. It is also known for the demonstration of the cross-pressure and passenger gains and active effects of the election season, beginning with stage two distribution hypothesis and research on Opinion Leaders. The media-effect theory has been able to break away from the academic paradigm of the time and to re-encline human communication, and discover that social groups in the political persuasion process have a profound influence on the decision of certain voters.

Korean title: 국민의 선택

Korean author: 폴 라자스펠드 외

Korean publisher: 커뮤니케이션북스

ISBN-13: 9791130435688