Two Steps Flow Model of Communication-Media and Mass Communication-Handout, Exercises of Mass Communication

Download Two Steps Flow Model of Communication-Media and Mass Communication-Handout and more Exercises Mass Communication in PDF only on Docsity! The Two-Step Flow of Communication Lecture Outline • background; • Erie County voting study; • the two-step flow model; • the decision-making process; • key factors; • limited effects model; • contingency theory. docsity.com Transmissive Model Sender Message Receiver Effect S M R R1 docsity.com Key Factors in Decision-Making Process • socio-economic status (class); • religion; • gender; • intra-familial status. docsity.com Limited Effects Model • Limited set of assumptions; • interested in specific processes; • needs to be integrated into larger theoretical framework; • is sufficiently empirical to allow for testing. docsity.com Contingency Theory “Who says what to whom in what context?” • medium (choice); • content (what is being said); • audience (to whom?); • context and conditions (social influences). docsity.com