The two – step flow theory was propounded by:
(A) E. Katz and P. Lazarsfeld
(B) Osgood and Schramm
(C) Walter Lippman
(D) Daniel Lerner
Correct Ans: (A)
Explanation: –
Elihu Katz and Paul Lazarsfeld developed the Two-Step Flow Theory to explain how information flows in mass communication. They argued that media messages do not directly influence individuals but instead pass through opinion leaders, who interpret and share the content with others. These opinion leaders play a crucial role in shaping public opinion by acting as intermediaries between the media and the audience. This theory emphasizes the importance of social networks in the communication process.
