`two-stage-flow` Related Article Results

The Two-Step Flow Theory, is a communication theory that posits individuals do not receive media messages directly but first through specific opinion leaders, and then in a second stage shaped by these leaders’ interpretations. Developed in the 1940s by Paul Lazarsfeld, Bernard Berelson, and Hazel Gaudet, this theory argues that the direct influence of mass communication on individuals is not as strong as previously assumed. According to the theory, individuals acquire information not directly f