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What is Reassessing Two-Step Flow Theory about?

This document summarizes a field experiment that tested a modified two-step flow of communication model. The original two-step flow hypothesis proposed that ideas flow from mass media to opinion leaders and then to the general population. However, more recent studies found evidence contradicting this, finding more direct media effects. The author developed a new model accounting for these findings. A field experiment was conducted in Boston to test aspects of the new model. The experiment results seemed to

Author

carlos eduardo

Language

EN