Influence of Media Pt.3 (The Two-Step Flow Theory)

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The Two-Step Flow Theory:

The Two-Step Flow Theory is the next theory that I will be discussing. In this theory, it is suggested that people are participants in the communication process. It basically states that influence is caused by the opinion leaders and not the media directly. The opinion leaders are those individuals who influence others through their respective interpretations. In this theory, it is believed that opinion leaders view the media and develop their own viewpoints. These viewpoints are later passed on to people and it is those opinions that truly influence an audience. This theory still remains relevant and credible to this day, in fact, research has been made regarding this theory. In this research, researchers discovered that news finds its way to people through a number of prominent and influential opinion leaders. 


References:

Lamb, B. (n.d.). Brett Lamb. Retrieved from https://lessonbucket.com/media-in-minutes/the-two-step-flow-theory/#more-303

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