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The two-step flow of communication model hypothesizes that ideas flow from mass media to opinion leaders, and from them to a wider population. It was first introduced by sociologist Paul Lazarsfeld et al. in 1944 [4] and elaborated by Elihu Katz and Lazarsfeld in 1955 [5] and subsequent publications. [6]
Despite being widely seen as a model of communication, not everyone agrees that this is an accurate characterization. [2] A model of communication is a simplified presentation that aims to give a basic explanation of the process by highlighting its most fundamental characteristics and components.
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[2] [3] Communication can be defined as the transmission of ideas. General models of communication try to describe all of its forms, including verbal and non-verbal communication as well as visual, auditory, and olfactory forms. [4] In the widest sense, communication is not restricted to humans but happens also among animals and between species.
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1747 Olentangy River Rd, Columbus, OH · Directions · (614) 299-9425