The document discusses the two-step flow theory of communication, which proposes that information from media first reaches opinion leaders who then pass on their own interpretations to others. Opinion leaders can be found in all groups and their influence varies depending on the topic and how interested the group is. There are two types of opinion leaders - monomorphic, who are influential on one topic, and polymorphic, who are influential on various topics. The multi-step flow theory expands on this by showing how information moves from media to opinion receivers to opinion leaders to others in a social system over time as part of the diffusion of innovations.

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

2. 2-Step Flow: Easy Facts

4. 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.

5. 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

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

7. 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.

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