Paul Lazarsfeld found that the media had hardly any direct effect on voters.

Name: Paul Lazarsfeld found that the media had hardly any direct effect on voters.
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Paul Lazarsfeld, a sociologist, conducted research on the 1940 US presidential election and found that the media had minimal direct effects on individual voters. Instead, Lazarsfeld identified two-step flow of communication, where people are more influenced by their immediate social circle than by mass media.

Paul Lazarsfeld Found That the Media Had Hardly Any Direct