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The first three essays in this section are similar insofar as each deals with influences operating in an immediate social situation. In "How People Interact in Conferences," Robert F. Bales underscores the importance of situational factors as they impinge upon the interaction patterns of small groups. Bales relies upon data gained from content analysis in tracing the importance of such situational factors as time, initial consensus, error-checking, rate of exchange, and group climate. Other factors, of course, also define social context. Joseph E. McGrath in "Group Composition and Structure" shows how differences in group outcomes are due largely to divergences in individual abilities and the dimensions of work structure, power structure, communication structure and friendship structure. The composition and structure of a group does not, of course, always lead to decision making. Dorwin Cartwright in "Achieving Change in People: Some Applications of Group Dynamics Theory" discusses such factors as group attraction, attitudes, prestige, norms, similarity of group perceptions, openness of communication, and tension as determinants of the ability of a group to render decisions and to make changes in the beliefs and attitudes of their members. In the flow of information from one group setting to another, people are linked in an assortment of interconnected networks and alliances. Elihu Katz and Paul Lazarsfeld in "Interpersonal Networks: Communicating Within the Group" discuss some situational influences upon group interaction. They review research evidence of the salience of interpersonal relationships in affecting the communication patterns from one group to other social settings. In the final essay, "Traditions of Research on the Diffusion of Innovation," Elihu Katz, Martin L. Levin and Herbert Hamilton examine the on-going flow of communication from within the broad perspective of diffusion. The authors define diffusion as the acceptance of a specific idea, over time, by individuals, groups, or other adopting units, linked together by a channel of communication to a social structure and in turn to a given system of values or culture. The elements of this definition provide a theoreti cal basis for reviewing the major mechanisms of social and technical change through communication. Also in Part 5:
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