人际影响
参考答案：
即群体内个人对个人的影响，拉扎斯菲尔德、卡兹在四、五十年代的研究表明，在人们就公共事务、购物、时尚等领域的具体问题作出自己的选择和决策之际，这些选择和决策与其说是接受了大众传播的影响，倒不如说是在更大程度上接受了群体内其他成员的个人影响。这些对其他成员施加个人的人物称为“意见领袖”。据此，拉扎斯菲尔德等人曾作出结论，认为大众传播在说服人么改变态度方面还不如人际传播更为有效。强调人际影响对大众传播效果的制约是正确的，但是我们也不能忽视大众传播本身的长期、累积的影响和潜移默化的作用。
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| Last night I was driving from Harrisburg to Lewisburg, a 1 of about eighty miles. It was late and I was in a hurry. However, if anyone asked me how fast I was 2 , I'd say I was not over-speeding. Several times I got 3 behind a slow-moving truck on a narrow road, and I was holding my fists tightly with 4 . At one point along an open highway, I 5 a crossroad with a traffic light. I was alone on the road by now, but as I 6 the light, it turned red and I braked to a stop. I looked left, right and behind me. Nothing. No cars, no suggestion of headlights, but there I sat, waiting for the light to 7 , the only human being for at least a mile in any 8 . I started 9 why I refused to run the light. I was not afraid of being 10 , because there was obviously no policeman around, and there certainty would have been no 11 in going through it. Much later that night, after I 12 a group of my friends in Lewisburg and climbed into bed near midnight, the question of why I'd stopped for that light 13 me. I think I stopped because it's part of a contract (合同) we all have with each other. It's not only the 14 , but it's an arrangement we have, and we trust each other to 15 it: we don't go through red lights. Like most of us, I'm more likely to be 16 from doing something bad by the social convention that 17 it than by any law against it. It's amazing that we ever 18 each other to do the right thing, isn't it? And we do, too. Trust is our 19 preference. I was so 20 of myself for stopping for the red light that night. | ||||
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