Introduction of the term Two-step flow theory
Write down a brief introduction of the term ‘Two-step flow theory’?
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The two-step flow theory stresses on human agency that means mass media information is channeled to the ‘masses’ through opinion leadership. The people with most access to media, superior understanding of media content, intercept and explain the content to the public. Dispersal of innovations is the product of the two step flow theory.
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