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... > social science subjects > communication and media studies > communication studies > political communications > political communication theory > two-step flow model of communication
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Preferred term

two-step flow model of communication  

Definition

  • The two-step flow model of communication is a theory of limited media effects formulated in 1948 by Paul Lazarsfeld, Bernard Berelson, and Hazel Gaudet in the book The People's Choice, after research into voters' decision-making processes during the 1940 U.S. presidential election. The two-step flow model of communication stipulates that mass media content first reaches “opinion leaders,” people who are active media users and who collect, interpret, and diffuse the meaning of media messages to less active media consumers. [Source: Encyclopedia of Political Communication; Two-Step Flow Model of Communication]

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

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