Elihu Katz (Sociologist Specialized in PR Research)

Elihu Katz is a prominent sociologist best known for his work in the field of public relations and communication studies. He explored how media influences public opinion and behavior, focusing on ideas like "two-step flow," which suggests that information often spreads from media to opinion leaders and then to the broader public. Katz emphasized the importance of understanding audience perceptions and how communication shapes societal norms. His research has significantly impacted how we understand the relationship between media, communication, and social dynamics, making him a key figure in the study of public relations and media effects.