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.
[edit] See also
[edit] External links
- de:Kommunikationsmodell nach Lazarsfeld
| This page uses content from the English-language version of Wikipedia. The original article was at Two-step flow of communication. The list of authors can be seen in the page history. As with Psychology Wiki, the text of Wikipedia is available under the GNU Free Documentation License. |
