DIFFUSION OF INNOVATION (Two-Step Flow) Presented by: Ian Culibao Advanced Comm Theory

2-Step Flow: Easy Facts

2-Step Flow: The Idea Information from the media moves in two distinct stages: SECOND: Opinion leaders pass on their own interpretations in addition to the actual media content.

2-Step Flow: Key People Warren Buffett’s $620,100 lunch auction Opinion leaders are distributed in all groups: occupational, social, community and others. Opinion leadership changes from time to time and from issue to issue. Leaders are most influential when interest is shared by the group. 2 Types: - monomorphic (influential on one topic) - polymorphic (influential on a variety of topics) ICT example: The Culinarians

Opinion leaders are distributed in all groups: occupational, social, community and others.

Opinion leadership changes from time to time and from issue to issue. Leaders are most influential when interest is shared by the group.

2 Types:

- monomorphic (influential on one topic)

- polymorphic (influential on a variety of topics)

ICT example: The Culinarians

Multi-step Flow Theory Mass Media Information Receivers Opinion Receivers/ Seekers Opinion Leaders Step 1a Step 1b Step 2 Step 3

Multi-step Flow The Innovation The Channels of Communication The Social System Time DIFFUSION PROCESS. The process by which the acceptance of an innovation is spread by communication to members of social system over time.

The Innovation

The Channels of Communication

The Social System

Time

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