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social science subjects > communication and media studies > communication studies > political communications > two-step flow of communication
... > social science subjects > communication and media studies > media studies > media forms > journalism > political communications > two-step flow of communication
... > social science subjects > library and information science > information science > publishing > journalism > political communications > two-step flow of communication
... > social science subjects > business and management > types of industry > communication industry > book industry > publishing industry > journalism > political communications > two-step flow of communication
... > social science subjects > health and social care > health and society > cancer and society > industry > book industry > publishing industry > journalism > political communications > two-step flow of communication
... > social science subjects > library and information science > information science > publishing > book industry > publishing industry > journalism > political communications > two-step flow of communication
social science subjects > politics and international relations > political science > political communications > two-step flow of communication

Preferred term

two-step flow of communication  

Definition

  • According to the two-step flow of communication theory, the mass media do not directly influence political behavior. Instead, opinion leaders—people in the community with more knowledge and expertise in politics and whom average citizens trust—take in information about politics in the media and share that information with others in the community. [Source: The Encyclopedia of Political Science; Communication, Two-step Flow of]

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https://concepts.sagepub.com/social-science/concept/two-step_flow_of_communication

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