"The Two-Step Flow Theory"

The Two-Step Flow Theory proposes that the media has a direct and powerful influence on their audiences. It acknowledges communication as a more complex process. Unlike the Hypodermic Needle Theory, the audiences for this theory are active and seen as part of a society. However, more than two steps in the flow of communications have proved inadequate. The Two-Step Flow Theory suggests that opinion leaders play close attention to the mass media and pass on their interpretation of media messages.




Lamb, Brett. “Brett Lamb.” Lessonbucket, https://lessonbucket.com/media-in-minutes/the-two-step-flow-theory/.

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