Two-Step Flow Theory Archives - Indian Media Studies

5 Key Components of Two-Step Flow Theory

Two-Step Flow Theory The Two-Step Flow Theory is a significant model in mass communication theories that questions previous ideas about direct media effects. In the 1940s, Paul Lazarsfeld, Bernard Berelson, and Hazel Gaudet created it based on their research on voter behavior during the 1940 U.S. presidential election. UGC-NET aspirants in mass communication and journalism must learn this theory, as […]

Concept of Mass Communication: Insights and Evolution

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Concept of Mass Communication The importance of mass communication in today’s fast-paced environment is enormous. Media scholars need to understand the concept of mass communication from the perspectives of various scholars and draw practical analogies to ensure a complete understanding of the subject. Defining Mass Communication Mass communication is the process through which various mediums

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Two-Step Flow Theory

5 Key Components of Two-Step Flow Theory

Concept of Mass Communication: Insights and Evolution

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