TITLE

The Two-Step Flow of Communication: An Up-To-Date Report on an Hypothesis

AUTHOR(S)
Katz, Elihu
PUB. DATE
March 1957
SOURCE
Public Opinion Quarterly;Spring57, Vol. 21 Issue 1, p61
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
Presents the results of a study to test the hypothesis that ideas flow from radio and print media to opinion leaders and from them to the less active sections of a population, a process called the two-step flow of communication. Findings of this theory, from a voting study called "The People's Choice," by Paul Lazarsfeld, Bernard Berelson and Hazel Gaudet; Design of this and other similar studies; Findings of subsequent studies, including on the homogeneity of opinion in primary groups, personal and mass media influence, and the various roles of the media; Flow of personal influence; Opinion leaders and the mass media.
ACCESSION #
12319349

 

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