CONTENT:
The Two Step Communication TheoryName: Institution:The two-step theory of communication is more of a modern theory. It asserts that personal influence is more effective than the effect of the traditional mediums such as the radio, the television and the newspapers. The theory was formulated in the 1940s and affirms that majority of the people form their opinions on the influence of their opinion leaders who get the views from the mass media. Lazarsfeld and Gaudet first introduced the hypothesis in 1944. The theory claims that information flows in two stages. One, the information flows from the opinion leaders to the opinion followers. Second, the information is relayed from the opinion leaders to opinion followers. The opinion leaders are the individuals who get the information or the opinions from the mass media first hand and form their own thoughts, which they pass on to the opinion followers. Opinion followers on the other hand are the majority who receive the opinions from the opinion leaders. Opinion leaders, who are of high literacy and an advantage to more exposure to mass media, explain concepts to those who are of little advantage. They are influential towards people changing their behaviors and attitudes. The two-step theory has brought enlightened on how people`s decisions are influenced by the mass media. For example, theory explains why some media campaigns have failed to change the people`s behaviors and attitudes. The two-step theory has been proved adequately and a number of research results in its support. However, several studies have emerged in criticism of the theory. In 1944, Paul Lazarsfeld, Bernard Berelson and Hazel Gaudet, conducted an empirical research on the process of decision making in a period of presidential election campaigns and called it ‘the people`s choice`. The study`s main objective was to find the empirical evidence of the media directly on people`s voting intentions. They expected that the messages from the mass media would influence people directly on their voting. This was however to their surprise on finding out that it was a different case. The personal influence was more effective on changing the voting behaviors as opposed to tradit...