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Questions and Answers
What was the focus of the research conducted during the 1940 US Presidential election?
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 does the early mass communication model (S-R theory) describe?
What is one key concept of the Katz and Lazarsfeld two-step flow?
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?
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?
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?
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?
What was Robinson's contribution in 1976 regarding the two-step flow model?
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Who are opinion receivers?
Who are opinion receivers?
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What characterizes non-discussants?
What characterizes non-discussants?
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What does personal influence refer to?
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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Description
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.
