Two-step flow of communication

The two-step flow of communication theory suggests that media messages are not directly received by the audience; instead, they are first conveyed to opinion leaders who interpret and then pass them on to others. This theory, proposed by Paul Lazarsfeld and Elihu Katz in the 1940s, challenges the idea of a direct effect of mass media on the general ______ ______ ____ ___ ______ ____.
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