Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Paper Presentation

412 views

Published on

created for my Introductory Graduate Studies class in reference to creating Research Papers and examples of them

  • Be the first to comment

Paper Presentation

  1. 1. Two-Step Flow of Communication<br />Mass Media <br />Opinion Leaders<br />Rest of Population<br />(Katz, 1957)<br />
  2. 2. Opinion Leaders Among Us<br />Individuals in society who:<br />Highly exposed to media, either seeking it out or receiving it naturally<br />Highly interested in the media they are exposed to<br />Maintain similar beliefs/opinions to those they are influencing<br />Pass on knowledge/expose those around them to such information through Interpersonal Communication<br />(Kats and Lazarsfeld, 1955)<br />
  3. 3. Diffusion Process: Innovative to Decision<br />Knowledge Stage<br />Persuasion Stage<br />Interpersonal relationships are most important at this stage<br />OPINION LEADERS have the MOST influence at this stage of diffusion<br />Decision Stage<br />Implementation Stage<br />Confirmation Stage<br />
  4. 4. Diffusion Process<br />(Rogers, 1962)<br />
  5. 5. Roger’s Self Designating Method<br />☻During the past 6 months, have you told anyone about ______?<br />☻Compared to your circle of friends are you:<br /> a) More likely<br /> b) Less Likely<br /> to be asked for your advice/opinion about ______?<br />☻Thinking of your recent discussions about ______ <br /> a) You were asked for your opinion?<br /> b) You asked someone else for their opinion?<br />
  6. 6. Roger’s Self Designating Method<br />☻When you or your friends discuss new ideas about ________ what part do you play?<br /> a) Mainly listen?<br /> b) Try to convince them of your ideas?<br />☻Which of these happens more often?<br /> a) You tell your friends about some _____?<br /> b) Your friends tell you about some _____?<br />☻Do you have the feeling that you are generally regarded by your friends and neighbors as a good source<br /> about ______? Yes or No?<br />
  7. 7. Two-Step Flow of Communication Applied:Opinion Leaders in Fashion among Women<br />Mass Media<br />Opinion Leaders<br />Rest of Population<br />

×