Paper 1 · Communication
UGC NET June 2023 (13.06.2023) Shift-I
If information flows from the media to the opinion leaders and from them to the target audience, the process is known as
AOne-step-flow
BTwo-step-flow ✓ Correct
CStep-by-step flow
DMulti-step flow
Correct answer: (B) Two-step-flow — The described process is the two-step flow of communication, so the answer is two-step-flow.
Explanation
★The described process is the two-step flow of communication, so the answer is two-step-flow.
★In it, information moves first from the mass media to opinion leaders, then from them to the wider public.
★The theory was developed by Paul Lazarsfeld and Elihu Katz from studies of voting and media influence.
★It challenged the earlier hypodermic needle model, which assumed media affect audiences directly and uniformly.
★Opinion leaders are active, well-informed individuals who interpret and pass on media content.
★A one-step flow implies direct media-to-audience influence with no intermediary.
★The multi-step flow extends the idea to many relays, but the classic model tied to opinion leaders is exactly two steps.
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