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  • Two Step Flow Communication

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    aishasayyad
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    The two step flow of communication "Ideas often flow from radio and print to opinion leaders and from these to the less active sections of society" 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.

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    The two step flow of communication "Ideas often flow from radio and print to opinion leaders and from these to the less active sections of society" 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.

    Drepturi de autor:

    Attribution Non-Commercial (BY-NC)
    Descărcați ca PPT, PDF, TXT sau citiți online pe Scribd
    Indicator pentru conținut neadecvat
    3K vizualizări6 pagini

    Two Step Flow Communication

    Încărcat de

    aishasayyad
    The two step flow of communication "Ideas often flow from radio and print to opinion leaders and from these to the less active sections of society" 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.

    Drepturi de autor:

    Attribution Non-Commercial (BY-NC)
    Descărcați ca PPT, PDF, TXT sau citiți online pe Scribd
    Indicator pentru conținut neadecvat
    din 6

    The two step flow of

    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

    Wanted to take into account the whole structure of the social


    group
    Not using a representative cross section. Instead interviewed
    everyone in the field which ensured the pairs would be
    included in the sample.

    Had a more objective framework:


    Specific item: drug acceptance
    Measure: audit of prescription from pharmacies
    sociometric question used to establish social framework and the
    integration of individual doctors
    Results
    The impact of personal influences
    • Decatur confirmed the finding that personal influence is
    greater than any influence of the mass media.
    • Strongest when the primary group all share the same opinion
    • Various roles of the media- can inform and reinforce decisions

    The flow of personal influence


    The selection of leaders is linked to the topic eg politics or
    fashion and there is very little overlap

    Opinion leaders and the mass media


    • Opinion leader on the whole are more exposed and in some
    areas more affected by the media
    Implications
    Additions and modifications to the theory:
    • Influencer and influenced may switch roles
    • Most opinion leaders are influenced by other people
    • Interpersonal relations are
    5. Channels of information
    6. Sources of social pressure
    7. Sources of social support

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