two-step flow of communication
The two-step flow of communication is a model that describes how information spreads in society. Instead of everyone receiving information directly from the media, it suggests that people first receive information from media sources and then pass it on to others, like friends or family. In this process, these "opinion leaders" interpret and share the information, influencing how others understand it. This means that personal conversations and relationships play a crucial role in shaping opinions and knowledge, highlighting that media influence is often mediated by trusted individuals in one's social circle.
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The Two-Step Flow of Communication is a theory that suggests information often moves from media to opinion leaders, and then from those leaders to the wider public. Instead of direct influence from the media to everyone, trusted individuals, like friends or community leaders, interpret and share information. This process highlights the role of social networks in shaping public perceptions by showing how people are influenced not just by media, but by those they respect and trust. Essentially, it emphasizes that communication is more effective when it involves personal connections and trusted sources.