Elihu Katz

Elihu Katz was a renowned communication scholar known for his work on how information spreads through society. He helped develop ideas like the "Two-Step Flow" theory, which explains that media messages often influence people more through trusted individuals, like friends or community leaders, rather than directly. His research shed light on the social processes behind mass communication, emphasizing that personal relationships and social networks play a key role in how people receive and interpret information. Katz's contributions have deepened our understanding of media's impact on public opinion and behavior.