- 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
Criticisms
- 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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