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In contrast to the one-step flow of the hypodermic needle model or magic bullet theory, which holds that people are directly influenced by mass media, according to the two-step flow model, ideas flow from mass media to opinion leaders, and from them to a wider population. Opinion leaders pass on their own interpretation of information in ...
Opinion leadership comes from the theory of two-step flow of communication propounded by Paul Lazarsfeld and Elihu Katz. [1] Significant developers of the opinion leader concept have been Robert K. Merton, C. Wright Mills and Bernard Berelson. [2]
Lazarsfeld introduced the idea of the two-step flow of communication [11] in 1944. Elihu Katz contributed to the model in 1955 through studies and publications. [12] The model of the two-step flow of communication assumes that ideas flow from the mass media to opinion leaders and then to the greater public.
The two-step theory was popular when it was first introduced, but when it became difficult to actually measure opinion leaders' influence on the public's behavior and their opinions, the multi-step theory was developed. The multi-step theory argues that opinion leaders are influenced by multiple sources. [3] The multi-step flow theory also ...
Rogers relies on the ideas of Katz & Lazarsfeld and the two-step flow theory in developing his ideas on the influence of opinion leaders. [55] Opinion leaders have the most influence during the evaluation stage of the innovation-decision process and on late adopters. [56]
Supporting this view, other theories combine the concepts of active audience theory and the effects model, such as the two-step flow theory where Katz and Lazarsfeld argue that persuasive media texts are filtered through opinion leaders who are in a position to 'influence' the targeted audience through social networks and peer groups.
Two-step flow of communication: Discusses the indirect effects of media, stating that people are affected by media through the interpersonal influence of opinion leaders. Opinion leaders are more likely to pay attention to mass media messages and pass on the messages to others' in their social network.
Bernard Reuben Berelson (1912–1979) was an American behavioral scientist, known for his work on communication and mass media.. He was a leading proponent of the broad idea of the "behavioral sciences", a field he saw as including areas such as public opinion. [1]