Monday, 22 June 2015

Audience Theories

Two Step Flow Theory

The two-step flow of communication hypothesis was first introduced by Paul Lazarsfeld, Bernard Berelson, and Hazel Gaudet in The People's Choice, a 1944 investigation which focused on the process of decision-making during a Presidential election campaign, when Franklin D. Roosevelt was elected.  The main assumption of the theory is that opinion leaders share their views on the media to others, who then share their opinions to others (Family, friends, etc.). These opinion leaders are very influential in getting others to change their opinions and views on the media. 

The two-step flow theory has helped understand how media can influence decision making. The theory helps predict the influence of media messages on the audience, and it helped explain why certain media campaigns may have failed to change audience attitudes.





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