5 Questions
Who were the individuals that introduced the two-step flow of communication theory?
Paul Lazarsfield, Bernard Berelson, and Hazel Gaudet
What is the term used to describe the process between the media's direct message and the audience's ultimate reaction?
Personal influence
According to the two-step flow theory, what role do opinion leaders play in the communication process?
Influential individuals who interpret media messages for others
How did the two-step flow theory contribute to our understanding of media influence?
Improved prediction of media messages' influence on audience behavior
What theory emerged as an extension of the two-step flow theory focusing on the spread of innovations through social networks?
Diffusion of innovation theory
Learn about the two-step flow of communication theory introduced by Paul Lazarsfield, Bernard Berelson, and Hazel Gaudet. Understand how information from the media is disseminated through opinion leaders and the general public in two stages.
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