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Two Step Flow Theory

The document discusses the two-step flow theory of communication developed by Katz and Lazarsfeld. The theory proposes that information flows from media sources to opinion leaders, who then pass the information along with their own interpretations to others in their social networks, such as friends and family. Opinion leaders pay close attention to mass media, are influential, and serve as intermediaries between the media and those they influence.

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Muthu Kumaran
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Download as PDF, TXT or read online on Scribd
173 views

Two Step Flow Theory

The document discusses the two-step flow theory of communication developed by Katz and Lazarsfeld. The theory proposes that information flows from media sources to opinion leaders, who then pass the information along with their own interpretations to others in their social networks, such as friends and family. Opinion leaders pay close attention to mass media, are influential, and serve as intermediaries between the media and those they influence.

Uploaded by

Muthu Kumaran
Copyright
© © All Rights Reserved
Available Formats
Download as PDF, TXT or read online on Scribd
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New Media Theories and

Applications
 Hypothesis
introduced by Paul Lazarsfeld,
Bernard Berelson, and Hazel Gaudet

 Katz and Lazarsfeld developed the theory


 Two steps:

• First—Opinion Leaders get information from a


media source

• Second—Opinion Leaders then pass the


information, along with their interpretation, to
others (friends, family, acquaintances, etc.)
 Pay
close attention to mass media and
message

 Influential

 Similar to those they influence


 Not real informed by the media

 Look up to the opinion leaders


 Elections (decision making)

 Advertising

 Mean Girls
 Borchers, T. (1999). Definition of interpersonal
communication. Retrieved from http://www
abacon.com/commstudies/interpersonal/
indefinition.html
 Esterberg, K. G. (2002). Qualitative methods in social
research. New York: McGraw-Hill.
 Griswold, S. (n.d.). The two-step flow of communication
theory. Retrieved from http://www
scribd.com/doc/6446504/Lazarsfeld-Theory
 Lievrouw, L.A. (2009). New media, mediation, and
communication study. Information, Communication &
Society, 12(3), 306.
 Two-step flow theory. Retrieved from http://
www.scribd.com/doc/6446504/Lazarsfeld-Theory

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