Paul Lazarsfeld developed the limited effects theory, which argues that the media has limited impact on shaping people's opinions. According to the theory, only a small subset of people are open to psychological manipulation by the media, and media messages are filtered through interpersonal relationships as people seek opinions from friends and family before forming their own views. The media also has limited impact because individuals and groups have different characteristics and backgrounds that influence how they perceive media messages.

1. Limited effects theory
Paul Lazarsfeld

2. How much does the media have
an impact on us?

3. Paul Lazarsfeld – Limited Effects Theory
• The media doesn’t have the
impact we think it does
• Only a few people are actually
open to psychological
manipulation of the media
• Media is pretty powerless in
shaping opinion because individuals and
groups are different to one another

4. Two-step flow theory – info flows horizontally
• Media users divided into 3:
– Gate Keepers
• Screen media messages and pass
on messages that help others
share their views
– Opinion Leaders
• Pass on info to opinion followers
– Opinion Followers
• Receive info from opinion leaders

5. Paul Lazarsfeld – Limited Effects Theory
• Media rarely influences
individual decision making
• Direct propaganda comes from
others – friends, family,
colleagues, etc.
• First opinion leader influences
people – then media is influential
• Audience as adults have already
developed opinions independent from the media
• Only socially isolated people may be directly
affected by media

6. Paul Lazarsfeld – Limited Effects Theory
• Media effects us in a limited
way because:
– Individual differences
– Psychology or perception
– Personality characteristics
of audiences
– Group membership, e.g. age, gender, class and
status, ethnicity, sexuality, disability/ability,
regional identity