Article,

Homophily-Heterophily: Relational Concepts for Communication Research

, and .
Public Opinion Quat., 34 (4): 523--538 (1970)

Abstract

The authors urge research attention to a neglected aspect of communication---namely, the relationship between source and receiver. In the present article, they advance a number of propositions about the effects on communication of similarity of difference between a communicator and the recipient of his message, summarize research bearing on these proposition, and point to needs for further investigation.

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