The article is devoted to the study of the process of forming the concept of electoral communication of the outstanding American sociologist of Austrian origin, Paul Lazarsfeld (1901-1976). The article shows the development of a study conducted by Lazarsfeld and a group of scientists at Columbia University in the first half of the 19th century. The author sets out the stages of the study, describes the methods, models and indices that sociologists used to determine the formation of political preferences of voters. Lazarsfeld in common with Berelson and Godet examined the reasons for the change in political behavior based on the results of the polls. The study showed that there are a number of factors due to which the respondent changed his mind. First of all, 1) the media were highlighted; 2) the social environment surrounding the individual; 3) interpersonal contacts between members of small groups (family, collective, interest group). Interpersonal communication, - had the greatest impact on the voter. Theattitude to the candidate, its pros and cons, the analysis of its political program - all this was discussed by members of small social groups. The opinion formulated in the small group directly affected the perception of the candidate by the voter. People who were influenced by the opinions of society were least affected by the media, party propaganda. This article shows the results of the Lazarsfeld research project and the relevance of its methodology to modern political science.
