Professional Documents
Culture Documents
Two Step Flow Communication
Two Step Flow Communication
communication
“Ideas often flow from radio and
print to opinion leaders and from
these to the less active sections of
society”
A B
B
Peoples choice
Lazarsfeld, Berelson and Gaudet
Ground breaking study
2. Dispelled the myth of direct influence
3. Changed the view on the audience
3 major findings
Personal contacts are more influential than the media
Opinion leaders found at every level of society
Opinion leaders are more exposed to the formal media
Design
decision was a clear unit that could be measured
could locate change as soon as it occured
random sample extracted individuals form social
environment
Improvements to the Design
AIM: to develop a method that can take into account
interpersonal relations, this means both parts of the
advisor/advisee relationship must be include .
Rovere
Advice givers selected by criteria whether they were mentioned
4 times.
Decatur
Looked at validity of self designation approach to opinion leaders
This highlighted the oversimplification of the advisor/advicee
dyad this lead to the change in method for the drug study
The drug study