Lang, Kurt (1924—)

Kurt Lang is a scholar whose research in political communication focuses on media effects, particularly how the media shape public opinion. Born in Germany, Lang earned his master's degree and doctorate at the University of Chicago in sociology, and spent several years working for the U.S. military. He has written extensively in the areas of the sociology of war, military institutions, and collective behavior.

In the realm of political communication, however, Lang and his wife Gladys Engel Lang are known best for their study “MacArthur Day in Chicago,” which provided the basis for the former's doctoral dissertation. The chapter was published in their 1968 book Politics & Television and was hailed as a canonic text in media research by Elihu Katz and his colleagues in 2002.

The study of MacArthur Day compared on-scene observers' reports of the homecoming of General Douglas MacArthur with televised coverage of the same events (his arrival in Chicago, a motorcade and parade, and an evening rally). Observers expected great excitement on the part of bystanders and parade spectators, but instead found thin crowds, passive interest, and disappointment. Onsite observations were in stark contrast to televised coverage, which showed numerous crowds and enthusiastic admirers, and included exaggerated reports of attendance—reports that Lang and Lang showed to be unsubstantiated by other data. The MacArthur Day study emphasized how television portrayals of public mood or opinion, despite their inaccuracies, could be perceived as reality. In essence, television coverage could shape opinion and public policy that relied on public opinion.

The Langs' work on media effects also included a notable study of public opinion and media coverage related to Watergate. In their 1983 book, The Battle for Public Opinion, the Langs showed that the news media had very subtle effects on public perceptions of actors and events in this scandal. Specifically, how the news media decided to emphasize some events over others, to use particular language, and to rely on specific individuals as sources influenced how citizens' understanding of Watergate and attitudes toward President Richard Nixon. In 1995, The Battle for Public Opinion was cited by the American Association for Public Opinion Research (AAPOR) as one of 50 books that have significantly shaped public opinion research. In 1989, AAPOR awarded the Langs its highest honor, the AAPOR Award for Exceptional Achievement in Public Opinion Research.

Lang is professor emeritus of communication and sociology at the University of Washington.