Two-step flow of communication
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The two-step flow model was propounded by Paul Lazarsfeld and Elihu Katz. Unlike the hypodermic needle model which considers mass media effects to be direct, the two-step flow model stresses human agency.
According to Lazarsfeld and Katz, mass media information is channeled to the "masses" through opinion leadership. The people with most access to media, and having a more literate understanding of media content, explain and diffuse the content to others.
Two-step flow model laid the foundation for diffusion of innovations.
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Template:Politics-stubde:Kommunikationsmodell nach Lazarsfeld
2. The Social Influence Model – “The Two-Step Flow Model” (1955)
Hypothesis: Put the empathises on the social context. The social environment as key factor explaining the diffusion of information
a. Individuals expose themselves , perceive and retain information in accordance to the social group/social class to which they belong b. Opinion Leaders decide which information should be made available to the public. Ex Celine in Tokyo c. Researchers have indicated: - certain types of information are transmitted directly to the public - other types of information followed a certain path - there is a variety of opinion leaders each one keeping, transmitting, and interpreting information d. Leaders are influenced by public opinion e. All the media don’t have the same diffusion capacity f. This model minimises the issue of the use of information to modify behaviour
Examples: The Two-step flow Model”
Media Opinion Leaders Public Opinion