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Questions and Answers
Who were the individuals that introduced the two-step flow of communication theory?
Who were the individuals that introduced the two-step flow of communication theory?
- Paul Lazarsfield, Marshall McLuhan, and Noam Chomsky
- Paul Lazarsfield, Robert Merton, and Herbert Blumer
- Paul Lazarsfield, Bernard Berelson, and Hazel Gaudet (correct)
- Paul Lazarsfield, Harold Lasswell, and Elihu Katz
What is the term used to describe the process between the media's direct message and the audience's ultimate reaction?
What is the term used to describe the process between the media's direct message and the audience's ultimate reaction?
- Diffusion of innovation theory
- Two-step flow theory
- Multi-step flow theory
- Personal influence (correct)
According to the two-step flow theory, what role do opinion leaders play in the communication process?
According to the two-step flow theory, what role do opinion leaders play in the communication process?
- Audience members who ignore media messages
- Influential individuals who interpret media messages for others (correct)
- Passive receivers of media messages
- Creators of media content
How did the two-step flow theory contribute to our understanding of media influence?
How did the two-step flow theory contribute to our understanding of media influence?
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What theory emerged as an extension of the two-step flow theory focusing on the spread of innovations through social networks?
What theory emerged as an extension of the two-step flow theory focusing on the spread of innovations through social networks?
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