The Two-Step Flow of Communication: An Up-To-Date Report on an Hypothesis |
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1940 voting study adopt advice-giver adviser and advisee Applied Social Research asked Berelson and Gaudet Blumer Bureau of Applied campaign Collective Behavior Communications Research contacts cosmopolitan decision-maker decisions Diffusion of Hybrid drug study dyad Eisenstadt Elihu Katz Elmira study ence evidence example explore exposed factor findings flow of communication flow of influence flow of personal Glencoe homogeneity of opinion Ibid impact of personal important influential doctors integrated interaction between advisers interpersonal influence interpersonal relations Katz and Lazarsfeld Kroeber Lazarsfeld and McPhee locate marketing Mass Communication mass media media play Merton networks opinion leaders opinion leadership Paul F People's Choice personal influence political primary groups problem public affairs Public Opinion Quarterly realm relevant reported respondents role Rovere study Rural Sociology sample self-designated social relations social support Sociology sociometric sources of social sphere studies reviewed study design study found suggests three colleagues two-step flow hypothesis unmarried girl