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Nilanjan Bhowmick AIR 3, CSIR NET (Earth Science)
Nisha Sharma posted an Question
July 18, 2021 • 04:24 am
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30 points
30 points
- UGC NET
- Commerce
Katz lazerfeld model of communication
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Priya gulani
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It stipulates that mass media content first reaches “opinion leaders,” people who are active media users and who collect, interpret, and diffuse the meaning of media messages to less-active media consumers. According to the authors, opinion leaders pick up information from the media, and this information then gets passed on to less-active members of the public. This implies that most people receive information from opinion leaders through interpersonal communication rather than directly from mass media.
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Rucha rajesh shingvekar
In response, Katz and Lazarsfeld (1955) developed a new model of a two-step flow of communication to emphasize the importance of interpersonal communications. The two-step flow of communication begins with messages disseminated through the mass media.