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23 24 27

25 26 28

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33 38 36 20 4 32

Pearson 2 L.Guttman All or Nothing 3 34 3 2 5 V 2 35 33

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3-7 3 3-7-1 3-7-1-1 1948 2 3-7-1-2 1955 Personal Influence 3 (1) (2) 36

(3) (4) 2 3-7-1-3 1962 Impersonal personal * 36 3-7-2 37

1949 1945 6 30 8 1992 3-7-3 1960 37 38 39 38

40 41 3-7-3 3-7-3-1 1972 1997 42 3-7-3-2 1984 39

43 40

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7. Hovland 1960,. Rogers 1962 Diffusion of Innovation 1966,. Katz & Lazarsfeld,P.F 1955 Personal Influence 1965,. Elisabeth Noelle Neumann 1984 The spiral of silence 1988,. Kraus Krippendorff 1980 CONTENT ANALYSIS:An introduction to Its Methodology. 1989,. Denis McQuail and Seven Windahl 1981 COMMUNICATION MODELS for the study of mass communications,,. Garth S. Jowett and Victoria O Donnell 1992 Propaganda and Persuasion, (1993),. 1966,..L. 2008,. W 1967 NHK. 1995. 2003,p.336,p.350,. 2007, No.57,pp.67 81,. 2002,. 1984, 34,pp.9-37. 1997,. 2007, No.57,pp.83-96,. 1997,. 2001, 16,pp.142-145. 2005,. 2004 30, 1992,. 49

1995, No.49,pp.1-21. 1991, 6,pp.98-111. 2000, No.56,pp.130-144,. 2008 2008,. 2005 9 1996,( ). 1990,pp.1-139, 2000,pp.168-203,. 2007,,pp.1-19,. 2006,,pp.39-57, 2006,. 1995 14,. 1990, No.34,pp.39-64,. 2002 5,pp.287-402,. 1994, 31-1,pp.124-202., No.55, pp63-77,. 2007,,pp.135-153,. 2006, No.69,pp.22-41,. 21 2007 [2007 ],. 50

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