TWO-STEP FLOW THEORY (YOU ARE INFLUENCED BY YOUR INFLUENZER)

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TWO-STEP FLOW THEORY
(YOU ARE INFLUENCED BY YOUR INFLUENZER)


HISTORY
The Two-Step Flow Theory is first introduced by Paul Lazarfeld, BernanrdBerelson and Hazel Gaudet in The People’s Choice as a communication hypothesis, this 1944 study focused on the decision-making process during a Presidential election campaign. These researchers aim to find a support that suggested the direct influence of media messages on voting intentions. They were surprised to discover that informal, personal contacts were mentioned very frequently than exposure to broadcast and print media as sources of influence on voting behavior. With this result, Katz and Lazarfeld developed the Two-Step Flow Theory of Mass Communication.

PROBLEM STATEMENT
Two-Step Flow Theory suggests that information from the media moves in two distinct stages. The First, individuals (who also functions as opinion leaders) pay close attention to mass media and its messages receive the information. Opinion leaders would pass on their own interpretations to the actual media content. Opinion leaders are very influential in getting people to change their attitudes, behaviors and perceptions to a message. This theory also improves our understanding of how the mass media influence a person’s decision-making as well as the adopt the ability to predict the influence of media messages based on audience’s behavior; hence it helps to explain why certain media campaigns fail to alter audiences’ attitudes and behavior.


TWO-STEP FLOW THEORY MODEL

Source: Katz &Lazarsfeld (1955)




APPLICATION OF CULTIVATION THEORY
All kind of mass media can be used under this theory, including the Internet.






by: SHARON GRACE KWAN (BA18110044)

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