• Entry
  • Reader's guide
  • Entries A-Z
  • Subject index

Two-Step and Multi-Step Flow

  • By: Dennis K. Davis
  • In: Encyclopedia of Communication Theory
  • Edited by: Stephen W. Littlejohn & Karen A. Foss
  • Subject:General Media, Communication & Cultural Studies, Communication Theory

The two-step flow of communication hypothesis states that personal influence exercised by other people normally plays a more critical role in everyday decision making than information obtained from mass media. This hypothesis is opposed to the one-step flow notion that media can ...

    • Loading...
    locked icon

    Sign in to access this content

    Get a 30 day FREE TRIAL

    • Watch videos from a variety of sources bringing classroom topics to life
    • Read modern, diverse business cases
    • Explore hundreds of books and reference titles