Rumors: Uses, Interpretation and Necessity

Rumors may be the oldest medium of mass communication of information or ideas. Even before there were newspapers, radio, or television, rumors communicated by word-of-mouth made and shattered reputations, and set off riots and wars. Yet contrary to predictions, rumors continue to thrive, in spite of and parallel to mass media.

What accounts for the puzzling persistence and continuing significance of this little-studied social phenomenon? Jean-No;el Kapferer examines the theory and practice o...