Communication Theories ACM 2023 PDF

COMMUNICATION THEORIES ACM 2023 By: Assoc. Prof. Dr. Osama Kanaker ‫بسم الله الرحمن‬ ‫الرحيم‬  Media Effects Theories (Part 2) (Medium Effects) Assoc. Prof. Dr. Osama 3 01/30/202 ...

COMMUNICATION THEORIES ACM 2023 By: Assoc. Prof. Dr. Osama Kanaker ‫بسم الله الرحمن‬ ‫الرحيم‬  Media Effects Theories (Part 2) (Medium Effects) Assoc. Prof. Dr. Osama 3 01/30/202  The Class of Today Two Step Flow Theory Assoc. Prof. Dr. Osama 4 01/30/20 Kanaker 25  Introduction The Two-Step Flow Theory is a communication theory that was developed by Paul Lazarsfeld, Bernard Berelson, and Hazel Gaudet. This theory offers an alternative perspective to the earlier Magic Bullet Theory, which suggested that media messages had a direct and immediate impact on individuals. Instead, the Two-Step Flow Theory proposes that media influence is mediated by opinion leaders or influencers who act as intermediaries between the media and the general  Two Step Flow Theory History and Orientation The two-step flow of communication hypothesis was first introduced by Paul Lazarsfeld, Bernard Berelson, and Hazel Gaudet in The People's Choice, a 1944 study focused on the process of decision-making during a Presidential election campaign. Assoc. Prof. Dr. Osama 01/30/202 6 Kanaker 5  Two Step Flow Theory History and Orientation These researchers expected to find empirical support for the direct influence of media messages on voting intentions, but to their surprise, they did not. Assoc. Prof. Dr. Osama 01/30/202 7 Kanaker 5  Two Step Flow Theory History and Orientation They were surprised to discover, however, that informal, personal contacts were mentioned far more frequently than exposure to radio or newspaper as sources of influence on voting behavior. Armed with this data, Katz and Lazarsfeld developed the two- step flow theory of mass communication. Assoc. Prof. Dr. Osama 01/30/202 8 Kanaker 5  Two Step Flow Theory Core Assumption This theory asserts that information from the media moves in two distinct stages: First, individuals (opinion leaders) who pay close attention to the mass media and its messages receive the information. Second, Opinion leaders pass on Assoc. Prof. Dr. Osama Kanaker their own interpretations in addition 9 01/30/202 5 to the actual media content.  Two Step Flow Theory Key implications of the Two-Step Flow Theory: 1. Media influence is not direct; it operates indirectly through the filter of opinion leaders. 2. Opinion leaders act as intermediaries who help shape and contextualize media messages for the general public. Assoc. Prof. Dr. Osama 01/30/202 10 Kanaker 5  Two Step Flow Theory Key implications of the Two-Step Flow Theory: 3.The theory emphasizes the importance of interpersonal communication in the diffusion of media content and its effects on society. 4.Opinion leaders are crucial in disseminating information and influencing public opinion, making Assoc. Prof. Dr. Osama them important targets for advertisers, 11 01/30/202 Kanaker 5 politicians, and other communicators.  Two Step Flow Theory The term ‘personal influence’ was coined to refer to the process intervening between the media’s direct message and the audience’s ultimate reaction to that message. Opinion leaders are quite influential in getting people to change their attitudes and Assoc. Prof. Dr. Osama Kanaker behaviors and are quite similar to 12 01/30/202 5 those they influence.  Two Step Flow Theory The two-step flow theory has improved our understanding of how the mass media influence decision making. The theory refined the ability to predict the influence of media messages on audience behavior, and it helped explain why certain media campaigns may have failed Assoc. Prof. Dr. Osama Kanaker to alter audience attitudes and 13 01/30/202 5  Two Step Flow Theory The two-step flow theory gave way to the multi-step flow theory of mass communication or diffusion of innovation theory. Assoc. Prof. Dr. Osama 01/30/202 14 Kanaker 5  Conclusion While the Two-Step Flow Theory provides a more nuanced understanding of media influence compared to the Magic Bullet Theory, it also has its limitations. It assumes that opinion leaders are always reliable and unbiased sources of information, which may not always be the case. Assoc. Prof. Dr. Osama Ka 15 01/30/20 naker 25  Conclusion Additionally, modern communication technologies, such as social media, have altered the dynamics of information flow, making it more complex than the simple two-step model proposed by the theory. Nonetheless, the concept of opinion leaders and the idea that interpersonal communication plays a significant role in shaping public opinion remain relevant in contemporary media studies. Assoc. Prof. Dr. Osama Ka naker 16 01/30/20 25  Recap the Class of Today Two Step Flow Theory Assoc. Prof. Dr. Osama 17 01/30/20 Kanaker 25  THE END ‫السالم عليكم ورحمة‬ ‫الله وبركاته‬ Assoc. Prof. Dr. Osama 18 01/30/20 Kanaker 25