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Two Step Flow

[Summary]Two Step Flow Theory Two Step Flow Theory influence of media messages History and Orientation The two-step flow of communication hypothesis was first introduced by Paul Lazarsfeld, Bernard Berelson, and Hazel Gaudet in The People's Choice, a 1944 stu

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Two Step Flow Theory

Two Step Flow Theory

influence of media messages

History and Orientation

The two-step flow of communication hypothesis was first introduced by Paul Lazarsfeld, Bernard Berelson, and Hazel Gaudet in The People's Choice, a 1944 study focused on the process of decision-making during a Presidential election campaign. These researchers expected to find empirical support for the direct influence of media messages on voting intentions. They were surprised to discover, however, that informal, personal contacts were mentioned far more frequently than exposure to radio or newspaper as sources of influence on voting behavior. Armed with this data, Katz and Lazarsfeld developed the two-step flow theory of mass communication.

Two-Step Flow Of Communication definition | Psychology Glossary | alleydog.com

Two-Step Flow Of Communication

The Two-Step Flow of Communication, also know as the multistep flow model, is a pyramid-shaped information model that states that the majority of people tend to form their opinions by listening to other people, formally known as “opinion leaders,” and that these opinion leaders; frequently celebrities and other well-known individuals, are usually influenced by the mass media (TV, radio, internet, etc.). Basically, this model indicates a belief that information flows downhill from the mass media sources, to information leaders and then down to the general public.

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