Question
Two-step flow
Answer :
Word Count : 498
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The two-step flow of communication is a theory that explains how media messages influence audiences indirectly through opinion leaders rather than affecting individuals in a direct and uniform manner. Developed by Paul Lazarsfeld, Bernard Berelson, and Hazel Gaudet during their study of voting behavior in the 1940s, the theory challenged the earlier belief that media had a powerful, immediate, and uniform effect on all audiences. Instead, it proposed that information from mass media first reaches opinion leaders, who are individuals more exposed to media content, socially active, and considered knowledgeable or influential within their communities. These opinion leaders then interpret, filter, and transmit the information to others through interpersonal communication,
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