The classic study of the role of mass comm. in influencing voting decision by Lazarfeld, Berelson, and Gaudet was performed to investigate the effects of the mass media on political behavior (Severin and Tankard, 2001). The study of the 1940 presidential election in Erin county was performed to show how much power the media had over their audience in affecting their voting decisions. The hyperdermic model was used during this time period and Lazarfeld, Berelson, and Gaudet wanted to prove this theory correct. They interviewed 600 voters divided into four groups. They were interviewed once a month beginning in May through the November election. The conclusions of the 1940 voting study were: Voters who decided late in campaign or changed their minds during the campaign were more likely than others to cite personal influence as having figured in their decisions. Also opinion leaders were found at every social level and were presumed to be very much like the people they influenced. Finally, opinion leaders were found to be more exposed to the mass media than people who were not designeted opinion leaders (Katz, 1957,pg.63).
Because of this classic voting study it was discovered that mass media did not play the major role in the voters decision making. In fact, thy discovered that media actually play a weak role in the election decisions. It is sometimes said that these studies rediscovered personal influence(Severin and Tandard,2001, pg.190). This study showed that people tend to vote the same way as members of the groups they belong, primarily family.
