Author: Zavgorodnyaya M.Yu.
Communicology. 2017. Vol.5. No.2
ZAVGORODNYAYA Marina Yurievna, Doctoral student, Ulyanovsk State University. Ulyanovsk, Russian Federation.
Abstract: the article discusses the methodological potential of the concept of Paul Lazarsfeld. Based on his research conducted in the 1940s, we created and developed the concept of the influence of “face-to-face” communication on voting behavior, identified its components and gave examples to demonstrate its validity. A series of cases of election campaigns of the Russian Federation and the United States are studied through the prism of this concept. Thereby theoretical and practical value of the concept is demonstrated.
Keywords: campaign, interpersonal communication, mass media, electoral behavior, elections, political communication.
Text: PDF
For citation: Zavgorodnyaya M.Yu. Paul Lazarsfeld about “face-to-face” communication in
the election campaign: theoretical aspect and modern use. Communicology. Volume 5. No.
2. P. 95-107 DOI 10.21453/2311-3065-2017-5-2-95-107
References
1. Lazarsfeld, P. The people’s choice. How the voter makes up his mind in a presidential campaign /
P. Lazarsfeld, B. Berelson, H. Gaudet. – New York: Columbia University Press, 1948.
2. Vybory prezidenta: jelektoral'nye rejtingi i tekushhie prognozy. Menjaetsja li predvybornyj
landshaft // Fond «Obshhestvennoe mnenie» URL:http://fom.ru/Politika/10300 (data obrashhenija:
07.02.017). [Election of the president: electoral ratings and current forecasts. Is electoral landscape
changing? Public Opinion Foundation. URL:http://fom.ru/Politika/10300].
3. Odobrenie organov vlasti // Levada-centr. Analiticheskij centr Jurija Levady. URL:http://www.
levada.ru/indikatory/odobrenie-organov-vlasti/ (data obrashhenija: 07.02.2017). [Approval of the
authorities. Levada Center. URL:http://www.levada.ru/indikatory/odobrenie-organov-vlasti].
4. Eliferova I.D. «Edinaja Rossija» i Obshherossijskij narodnyj front kak instrumenty politicheskoj
mobilizacii // Vestnik Permskogo universiteta. Politologija. No3, 2012 S. 5-12. S. 5. [Eliferova I.D.
Yedinaya Rossiya and All-Russia Public Front as instruments of political mobilization. // Vestnik
Permskogo universiteta. Politologija. No3, 2012. Pp. 5-12].
5. Saitova N.N. Dinamika sovremennoj politicheskoj reklamy v Rossii na materiale prezidentskih
vyborov v 2012 godu // Probely v rossijskom zakonodatel’stve. 2013 No2. S.266-272. S. 268. [Saitova N.N. Dynamics of contemporary political advertizing in Russia on material of presidential election of 2012. Probely v rossijskom zakonodatel’stve. 2013 No2. Pp. 266-272].
6. Pobedu Putina osporit’ ne udalos’ // VZGLJaD: delovaja gazeta, 12 janvarja 2012. URL:http://
vz.ru/onlinetext/2012/2/21/563049.html (data obrashhenija: 07.02.2017). [Putin’s victory could not
be disputed. URL:http://vz.ru/onlinetext/2012/2/21/563049.html].
7. Kanal «Pochemu ja golosuju za Putina» na YouTube. URL:http://www.youtube.com/user/
vote4putin (data obrashhenija: 07.02.2017). [Channel “Why I vote for Putin” on YouTube. URL:http:// www.youtube.com/user/vote4putin.
8. Agitkampanija zastavila Putina “pahat’ po-zapadnomu”, schitajut jeksperty // RIA
Novosti. vybor2012_putin/20120302/583889613.html URL:https://ria.ru/ (data obrashhenija:
27.02.2016). [Election campaign forced Putin to work western style. RIA Novosti. vybor2012_
putin/20120302/583889613.html URL:https://ria.ru].
9. Bulgak O.V. Strategii izbiratel’noj kampanii na primere prezidentskih vyborov 4 marta 2012 //
Vestnik Nizhegorodskogo universiteta im. N.I. Lobachevskogo, 2013. No2 (1) S. 261– 265. S.262.
[Bulgak O.V. Strategy of election campaign on the example of presidential election on March 4,
2012 // Vestnik Nizhegorodskogo universiteta im. N.I. Lobachevskogo, 2013. No2 (1) Pp. 261– 265].
10. Neyaskin G.N. Internet v politicheskih kampanijah SShA i Rossii. Sravnitel’nyj analiz // Biznes.
Obshhestvo. Vlast’. – M., 2010. – No5. S. 144–163. [Neyaskin G.N. Internet in political campaigns
in the USA and Russia. Comparative analysis // Biznes. Obshhestvo. Vlast’. Moscow, 2010. No 5. Pp. 144–163].
11. Obama 2012 Campaign Spending Buried Romney On Airwaves And With Staff. URL: http://
www.huffingtonpost.com/2012/12/12/ obama-2012-campaign-spending_n_2287978.html (date
of approach: 24.10.2016).
12. Internet Usage Statistics for all the Americas// Internet World Status. URL:http://www.
internetworldstats.com/stats2.htm (data obrashhenija: 08.02.2017).
13. Volodenkov S.V. Praktika i osobennosti ispol’zovanija onlajn-resursov v sovremennyh
politicheskih kampanijah v SShA // Politicheskaja ekspertiza: POLITEKS, 2012. No1, Tom 8.
S. 155-163. S. 153. [Volodenkov S.V. Practice and features of online resources use in modern political campaigns in the USA. // Politicheskaja ekspertiza: POLITEKS, 2012. No1, Vol. 8. Pp. 155 163].
14. Klinton potratila na predvybornuju kampaniju v dva raza bol’she Trampa / RBK. URL:http://
www.rbc.ru/politics/07/11/2016/58172d119a79478828b87ccc (data obrashhenija: 08.02.2017).
[Clinton spent on campaign twice as much as Trump. // RBK. URL:http://www.rbc.ru/politics/07/1
1/2016/58172d119a79478828b87ccc.
15. Popov N.P. Presidential election in the US: voter revolution? Communicology. Volume 5.
No 2. Pp. 45-59.
Communicology. 2017. Vol.5. No.2
ZAVGORODNYAYA Marina Yurievna, Doctoral student, Ulyanovsk State University. Ulyanovsk, Russian Federation.
Abstract: the article discusses the methodological potential of the concept of Paul Lazarsfeld. Based on his research conducted in the 1940s, we created and developed the concept of the influence of “face-to-face” communication on voting behavior, identified its components and gave examples to demonstrate its validity. A series of cases of election campaigns of the Russian Federation and the United States are studied through the prism of this concept. Thereby theoretical and practical value of the concept is demonstrated.
Keywords: campaign, interpersonal communication, mass media, electoral behavior, elections, political communication.
Text: PDF
For citation: Zavgorodnyaya M.Yu. Paul Lazarsfeld about “face-to-face” communication in
the election campaign: theoretical aspect and modern use. Communicology. Volume 5. No.
2. P. 95-107 DOI 10.21453/2311-3065-2017-5-2-95-107
References
1. Lazarsfeld, P. The people’s choice. How the voter makes up his mind in a presidential campaign /
P. Lazarsfeld, B. Berelson, H. Gaudet. – New York: Columbia University Press, 1948.
2. Vybory prezidenta: jelektoral'nye rejtingi i tekushhie prognozy. Menjaetsja li predvybornyj
landshaft // Fond «Obshhestvennoe mnenie» URL:http://fom.ru/Politika/10300 (data obrashhenija:
07.02.017). [Election of the president: electoral ratings and current forecasts. Is electoral landscape
changing? Public Opinion Foundation. URL:http://fom.ru/Politika/10300].
3. Odobrenie organov vlasti // Levada-centr. Analiticheskij centr Jurija Levady. URL:http://www.
levada.ru/indikatory/odobrenie-organov-vlasti/ (data obrashhenija: 07.02.2017). [Approval of the
authorities. Levada Center. URL:http://www.levada.ru/indikatory/odobrenie-organov-vlasti].
4. Eliferova I.D. «Edinaja Rossija» i Obshherossijskij narodnyj front kak instrumenty politicheskoj
mobilizacii // Vestnik Permskogo universiteta. Politologija. No3, 2012 S. 5-12. S. 5. [Eliferova I.D.
Yedinaya Rossiya and All-Russia Public Front as instruments of political mobilization. // Vestnik
Permskogo universiteta. Politologija. No3, 2012. Pp. 5-12].
5. Saitova N.N. Dinamika sovremennoj politicheskoj reklamy v Rossii na materiale prezidentskih
vyborov v 2012 godu // Probely v rossijskom zakonodatel’stve. 2013 No2. S.266-272. S. 268. [Saitova N.N. Dynamics of contemporary political advertizing in Russia on material of presidential election of 2012. Probely v rossijskom zakonodatel’stve. 2013 No2. Pp. 266-272].
6. Pobedu Putina osporit’ ne udalos’ // VZGLJaD: delovaja gazeta, 12 janvarja 2012. URL:http://
vz.ru/onlinetext/2012/2/21/563049.html (data obrashhenija: 07.02.2017). [Putin’s victory could not
be disputed. URL:http://vz.ru/onlinetext/2012/2/21/563049.html].
7. Kanal «Pochemu ja golosuju za Putina» na YouTube. URL:http://www.youtube.com/user/
vote4putin (data obrashhenija: 07.02.2017). [Channel “Why I vote for Putin” on YouTube. URL:http:// www.youtube.com/user/vote4putin.
8. Agitkampanija zastavila Putina “pahat’ po-zapadnomu”, schitajut jeksperty // RIA
Novosti. vybor2012_putin/20120302/583889613.html URL:https://ria.ru/ (data obrashhenija:
27.02.2016). [Election campaign forced Putin to work western style. RIA Novosti. vybor2012_
putin/20120302/583889613.html URL:https://ria.ru].
9. Bulgak O.V. Strategii izbiratel’noj kampanii na primere prezidentskih vyborov 4 marta 2012 //
Vestnik Nizhegorodskogo universiteta im. N.I. Lobachevskogo, 2013. No2 (1) S. 261– 265. S.262.
[Bulgak O.V. Strategy of election campaign on the example of presidential election on March 4,
2012 // Vestnik Nizhegorodskogo universiteta im. N.I. Lobachevskogo, 2013. No2 (1) Pp. 261– 265].
10. Neyaskin G.N. Internet v politicheskih kampanijah SShA i Rossii. Sravnitel’nyj analiz // Biznes.
Obshhestvo. Vlast’. – M., 2010. – No5. S. 144–163. [Neyaskin G.N. Internet in political campaigns
in the USA and Russia. Comparative analysis // Biznes. Obshhestvo. Vlast’. Moscow, 2010. No 5. Pp. 144–163].
11. Obama 2012 Campaign Spending Buried Romney On Airwaves And With Staff. URL: http://
www.huffingtonpost.com/2012/12/12/ obama-2012-campaign-spending_n_2287978.html (date
of approach: 24.10.2016).
12. Internet Usage Statistics for all the Americas// Internet World Status. URL:http://www.
internetworldstats.com/stats2.htm (data obrashhenija: 08.02.2017).
13. Volodenkov S.V. Praktika i osobennosti ispol’zovanija onlajn-resursov v sovremennyh
politicheskih kampanijah v SShA // Politicheskaja ekspertiza: POLITEKS, 2012. No1, Tom 8.
S. 155-163. S. 153. [Volodenkov S.V. Practice and features of online resources use in modern political campaigns in the USA. // Politicheskaja ekspertiza: POLITEKS, 2012. No1, Vol. 8. Pp. 155 163].
14. Klinton potratila na predvybornuju kampaniju v dva raza bol’she Trampa / RBK. URL:http://
www.rbc.ru/politics/07/11/2016/58172d119a79478828b87ccc (data obrashhenija: 08.02.2017).
[Clinton spent on campaign twice as much as Trump. // RBK. URL:http://www.rbc.ru/politics/07/1
1/2016/58172d119a79478828b87ccc.
15. Popov N.P. Presidential election in the US: voter revolution? Communicology. Volume 5.
No 2. Pp. 45-59.
