In a two-step flow of communication, messages pass through

(A) Mass Media

(B) Opinion leaders

(C) Bureaucracy

(D) Spiritual leaders

Choose the correct answer from the options given below :

Question

Question

This question was previously asked in

UGC NET Paper 1: Held on 1st Oct 2022 Shift 1

Answer 1

Paul Lazarsfeld, Bernard Berelson, and Hazel Gaudet created the two-step flow model in 1948.

Key Points

The two-step flow of communication theory implies that mass media is not as potent as many believe.
According to the two-step flow theory, messages from opinion leaders and the media impact public opinion.
The two-step flow model of communication consists of two basic processes.
In the first phase, information travels from the mass media to opinion leaders.
In the second step, opinion leaders formulate their viewpoints or interpretations of the problem and then communicate these viewpoints to others in their social network.

Thus, in a two-step flow of communication, messages pass through Mass Media and Opinion leaders.

Additional Information

There are two steps involved in the transmission of information and influence from mass media to mass audiences.
Mass media refers to all forms of communication that reach a large audience.