Questions and Answers
What was the focus of the research conducted during the 1940 US Presidential election?
To analyze voters' decision-making process.
What does the early mass communication model (S-R theory) describe?
What is one key concept of the Katz and Lazarsfeld two-step flow?
For every group, there is one opinion leader.
What does the two-step flow theory help to understand?
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Which of the following is an assumption of the two-step flow theory?
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In comparison to the S-R model, what is the concept of two-step flow?
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What was Robinson's contribution in 1976 regarding the two-step flow model?
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Who are opinion receivers?
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What characterizes non-discussants?
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What does personal influence refer to?
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Study Notes
Two-Step Flow Theory
- The 1940 U.S. Presidential election served as a foundational case study for understanding voters' decision-making processes.
- Research conducted by Lazarsfeld, Berelson, and Gaudet in 1944 highlighted the influence of opinion leaders in the electoral decision-making process.
Early Mass Communication Models
- Early mass communication is characterized by the stimulus-response (s-r) theory, which viewed media's influence as scattered rather than systematic.
Katz and Lazarsfeld's Contribution
- Katz and Lazarsfeld's two-step flow model posits that for every group, there is one opinion leader who plays a critical role in shaping opinions.
Understanding Two-Step Flow Theory
- The theory elucidates how mass media influences decision-making and predicts how media messages affect audience behaviors.
- It explains failures of certain media campaigns to alter attitudes and behaviors effectively.
- This model paved the way for multi-step flow theory, furthering the comprehension of mass communication dynamics.
Assumptions of Two-Step Flow Theory
- Individuals belong to social groups, and their response to media messages is influenced by social dynamics rather than being immediate.
- Not all individuals respond equally to media campaigns; they can be categorized as opinion leaders or opinion receivers.
- Opinion leaders typically exhibit high media consumption, gregariousness, a strong sense of influence, and play a guiding role for others in their social circles.
Comparison to Stimulus-Response Theory
- The two-step flow concept suggests that media influence is mediated through social relationships, making it a more realistic model than the s-r approach.
- The framework has spurred further research and is subject to critique and ongoing revision.
Robinson's Revision in 1976
- In 1976, Robinson revised the two-step flow model based on election research, emphasizing its politically-oriented context.
- The revision distinguished between opinion givers and receivers, identifying two distinct types of opinion receivers.
Characteristics of Opinion Receivers
- Opinion receivers are primarily influenced by their social relationships, highlighting the role of peer dynamics in media interpretation.
Role of Non-Discussants
- Non-discussants are characterized by their openness to direct influence from mass media, indicating a different level of engagement compared to more socially active individuals.
Concept of Personal Influence
- Personal influence refers to the process that mediates the direct message from media to the audience's eventual reaction, emphasizing the intermediary role of social interactions in shaping perceptions and responses.
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Test your knowledge on the Two-Step Flow Theory through these flashcards. This quiz covers key terms and concepts from the 1940 US Presidential election and early mass communication models. Perfect for students studying communication theories.
