Wednesday 11 September 2013

Two Step Flow Model

  • 1940s
  • Paul Lazarsfeld, Bernard Berelson & Hazel Gaudet
  • Development of the Hypodermic Syringe Theory
  • Takes into consideration that communication is a complex process
  • Idea that we are more likely to be influenced by other people than the mass media
    • These people are known as 'opinion leaders'
  • Theory suggests that opinion leaders pay close attention to the mass media, and pass on their interpretation of these media messages onto others

  • Opinion leaders are very dependent upon the mass media
  • Opinion leaders are likely to intepret media content in a baised way, according to their personal influences and background
    • Therefore, by the time media content reachers the 'opinion seekers', it may have lost its value

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