Reassessing the People's Choice: Revisiting a Classic and Excavating Lessons for Research About Media and Voting

Abstract

This article reassesses The People's Choice by Paul Lazarsfeld, Bernard Berelson, and Hazel Gaudet, one of the foundations of communication and voting behavior research. As with most classics, which are often cited but seldom read, we believe this book has much to teach contemporary social scientists. We return to the original context of the research and use voting data from the period with three broad goals: (a) to find ideas and lessons from this work that generally have been overlooked, (b) to suggest new ways of applying these ideas, and (c) to encourage scholars to engage more with this seminal work to understand ideas that are often overlooked when a complex piece of research is reduced to a brief discussion or passing citation.