Two Step Flow of Communication Theory
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Questions and Answers

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?

  • 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?

  • 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?

    <p>Improved prediction of media messages' influence on audience behavior</p> Signup and view all the answers

    What theory emerged as an extension of the two-step flow theory focusing on the spread of innovations through social networks?

    <p>Diffusion of innovation theory</p> Signup and view all the answers

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