About this document
Two-Step and Multi-Step Flow Theories by Siddarth Jain is a document available to read on EtoBox.
The document discusses the Two Step Flow theory and Multi Step Flow theory of media effects. The Two Step Flow theory proposed that media messages flow from media to opinion leaders to the general public, rather than having direct effects on audiences. It challenged earlier theories that assumed direct media effects. However, later research found information can flow through multiple opinion leaders and in different directions. The Multi Step Flow theory, also called the Diffusion of Innovations theory,
- Author
- Siddarth Jain
- Language
- EN