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... > social science subjects > communication and media studies > communication studies > communication theory > information, media, and communication technology > two-step and multi-step flow
... > social science subjects > communication and media studies > communication studies > communication theory > interpersonal concepts > two-step and multi-step flow

Preferred term

two-step and multi-step flow  

Definition

  • The two-step flow of communication hypothesis states that personal influence exercised by other people normally plays a more critical role in everyday decision making than information obtained from mass media. This hypothesis is opposed to the one-step flow notion that media can have a direct, immediate, and powerful influence on what people think and do. [Source: Encyclopedia of Communication Theory; Two-Step and Multi-Step Flow]

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

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