The People's Choice

This is one of the very first classic books on voting behavior. Here, the focus is the 1940 presidential election in Erie County, Ohio. The work explores what factors shape vote choice.
A number of key concepts were developed, such as the two step flow of communication. The book examines other key issues such as social differences between Republicans and Democrats ideological differences between Rs and Ds, the role of media, effects of the campaign on vote choice, the effect of being cross-pressured on vote choice, and so on.
A lot of important ideas that were elaborated upon by later research. . . . A genuine classic in the field.——From Steven Peterson's review