Two-Step Flow Model
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6 Terms
What is the two-step flow model?
media messages are interpreted by opinion leaders before being passed on to the wider audience rather than affecting audiences directly
Which sociologists developed the two-step flow model?
Katz & Lazarsfeld (1965)
What are opinion leaders?
influential individuals who receive media messages, interpret them and pass their views on to others
How does the two-step flow model view audiences?
active as they can accept or reject interpretations provided by opinion leaders
What does the two step flow model suggest about media effects?
media effects are indirect because messages are filtered through opinion leaders before reaching most individuals
How does the two-step flow model differ from the hypodermic syringe model?
the two-step flow model views media influence as indirect and mediated by opinion leaders whereas the hypodermic syringe model sees audiences as directly influenced by media messages