Paul Lazarsfeld (sociologist)

Paul Lazarsfeld was an influential sociologist known for his work on public opinion and social research in the 20th century. He developed methods for studying how media influences people's beliefs and behaviors. One of his notable contributions was the "two-step flow of communication" theory, which suggests that information flows from media to opinion leaders and then to others, highlighting the role of interpersonal connections in shaping public attitudes. Lazarsfeld's work laid the groundwork for modern social research techniques and emphasized the importance of understanding the social context in analyzing communication.