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The two-step flow of communication model hypothesizes that ideas flow from mass media to opinion leaders, and from them to a wider population. It was first introduced by sociologist Paul Lazarsfeld et al. in 1944 [4] and elaborated by Elihu Katz and Lazarsfeld in 1955 [5] and subsequent publications. [6]
His contributions include: the two-step flow of communication from media to opinion leaders and then others (multi-step flow theory); [6] his research on the characteristics of opinion leaders; diffusion of medical innovations; uses and gratifications of receivers from day time radio soap operas, etc. His research led to a marriage between ...
The multi-step flow theory assumes ideas flow from mass media to opinion leaders before being disseminated to a wider population. This theory was first introduced by sociologist Paul Lazarsfeld et al. in 1944 and elaborated by Elihu Katz and Lazarsfeld in 1955.
Opinion leaders play an important role in information flow, because people tend to seek advice from others in the social environment. Information from the mass media does not directly flow to the target audiences, but through a mediation process, in which influential people digest the information and spread it to the public. Opinion leaders ...
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.
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.
Subsequent work in the social sciences employed a variety of methods to assess the media’s power to change attitudes and behaviors such as voting and violence. Sociologists Elihu Katz and Paul Lazarsfeld introduced the concept of a two-step flow in communication, which suggested that media influence was moderated by opinion leaders. [4]
Berlo's model includes a detailed discussion of the four main components of communication and their different aspects. [141] [142] Berlo's model is a linear transmission model of communication. It was published by David Berlo in 1960 and was influenced by earlier models, such as the Shannon–Weaver model and Schramm's model.