LAZARSFELD, PAUL FELIX

born Feb. 13, 1901, Vienna, Austria died Aug. 30, 1976, New York, N.Y., U.S. Austrian-born American sociologist whose studies of the mass media's influence on society became classics in his field. Lazarsfeld was educated at the University of Vienna and took his Ph.D. there (1925) in applied mathematics. His interest having turned to applied psychology, he founded a research institute for applied social psychology (1929) in Vienna. He was appointed lecturer in applied psychology at the University of Vienna (192933). A Rockefeller Foundation grant for psychological research enabled Lazarsfeld to come to the United States in 1933, where he eventually obtained U.S. citizenship. He served as director of the Office of Radio Research, a Rockefeller project at Princeton University (193740), and, when the project was transferred to Columbia University in 1940 (it was later renamed the Bureau of Applied Social Research), he continued as its director and was appointed to the sociology department of that university. Under his leadership (194050) the bureau became a well-known laboratory for empirical social research. He remained a professor at Columbia until 1970. Lazarsfeld addressed a great variety of topics in his research. Chief among them was his use of statistical means to determine the impact of radio and the print media on Americans' voting habits and preferences. He conducted large-scale studies on the effect of newspapers, magazines, radio, and motion pictures on society, and he carried out particularly detailed investigations of the radio-listening habits of the American public with his associates, the psychologist Hadley Cantril and Frank Stanton, the then-head of research for the CBS broadcasting company. Among Lazarsfeld's more important works are Radio and the Printed Page (1940; coauthored with Cantril and Stanton), The People's Choice (1944), Voting (1954), and the textbook An Introduction to Applied Sociology (1975).