Two-step flow of communication

Question

31 Jul 2024

Answer :

Word Count : 563

The two-step flow of communication is a theory in the field of communication and media studies that was first proposed by Paul Lazarsfeld, Bernard Berelson, and Hazel Gaudet in their 1944 book, *"The People's Choice."* This model challenges the direct effects theory, which posited that media messages have an immediate and powerful impact on a passive audience. Instead, the two-step flow model suggests that media influence is mediated by interpersonal relationships and social networks.

### Key Components of the Two-Step Flow Model

1. Opinion Leaders:
- Definition: These are individuals who are active media consumers and possess a significant degree of influence over others within their social circles. They interpret and filter the information they receive from media sources before disseminating it to others.
- Characteristics: Opinion leaders tend to be more exposed to media, more _____ ______ __________ ___ ___ _____ __________ _____ ___ ______ ________ ______.
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