Katz's "Personal Influence"

Katz's "Personal Influence" explores how individuals are influenced through direct, face-to-face interactions within their social networks. The theory highlights that certain people, called opinion leaders, actively share information and opinions, shaping others' attitudes and behaviors. This process creates a two-step flow: information from mass media reaches opinion leaders, who then influence their communities. Katz's work emphasizes that personal, interpersonal communication plays a crucial role in how ideas and trends spread, complementing traditional media's influence. It underscores the importance of social relationships and trust in shaping public perceptions and decisions.