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Tuesday, 16 November 2010

Two Step Flow Theory

The two-step flow of communication model hypothesizes that ideas flow from mass media to opinion leaders, and from them to a wider population.Based on the two-step flow hypothesis, the term “personal influence” came to illustrate the process intervening between the media’s direct message and the audience’s reaction to that message. Opinion leaders tend to be similar to those they influence—based on personality, interests, demographics, or socio-economic factors. These leaders tend to influence others to change their attitudes and behaviors. The two-step theory refined the ability to predict how media messages influence audience behavior and explains why certain media campaigns do not alter audiences’ attitudes.

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