The document discusses the two-step flow theory of communication. It defines the two-step flow theory as the idea that information from mass media moves in two stages: from the media to opinion leaders, and then from opinion leaders to the general public. Opinion leaders interpret the media messages and pass their own interpretations on to their followers. The document provides examples of how the two-step flow theory applies to politics and marketing. It also discusses the importance of the theory to public relations and provides criticisms of the theory.
Communication
Communication studies
A summary of some mass communication theories
Communication theory as a field
History of communication
Media influence
Media studies
A presentation that briefly entails the major theories of mass communication. Spiral of silence,Two step flow theory,Multi-step flow, cultivation theory,mean world syndrome and normative theories.
The theory talks about the relationship between minority and majority of people and how they express themselves. It proves minority people keep silent on their views on any particular subject.
Communication
Communication studies
A summary of some mass communication theories
Communication theory as a field
History of communication
Media influence
Media studies
A presentation that briefly entails the major theories of mass communication. Spiral of silence,Two step flow theory,Multi-step flow, cultivation theory,mean world syndrome and normative theories.
The theory talks about the relationship between minority and majority of people and how they express themselves. It proves minority people keep silent on their views on any particular subject.
Haley DiscussionI previously worked within a private UniversityJeanmarieColbert3
Ā
Haley Discussion:
I previously worked within a private University system that holds several locations throughout the country. The school holds a reputation of social progress via education; additionally,Ā its mission is closely aligned with environmental justice. While the specializations vary by campus, the most highly enrolled programs were those pertaining to ecology, sustainability, and environmental studies. The Universityās mission is to, āprovide learner-centered education to empower students with the knowledge and skills to lead meaningful lives and to advance social, economic, and environmental justice.ā Unfortunately, like many institutions of higher education, the University was struggling to remain financially solvent. Over a 10 year period, the schoolās flagship location in the Midwest, which almost exclusively offered masters-level programs in education,Ā saw nearly a 70% enrollment decline after their state changed requirements for educators within their state.Ā
In an attempt to expand on program offers and ultimately increase enrollment, the University was researching industries expected to see growth, and program offerings that would create pathways to those industries. After months of research, the president of the University held a town hall to share out the task forceās findings, as well as next-steps in imagining new programs. Of primary interest to the taskforce was the prospect of creating a commercial trucking school, wherein truckers could earn commercial licenses, credentials, and college credits. Upon hearing the news, staff and faculty were irate; they were disgusted that administrators would even consider such an option, when freight shipping and trucking have sizable negative impacts on the environment. Many argued that creating commercial trucking programs would be in direct opposition to the institutional mission, vision, and values.Ā
In comparing this communication to Vaughnās article, it seems as though University leadership demonstrated ineffective communication processes and stakeholders had lacking trust. While the institution was financially struggling, many saw this plan as a prioritization of money over educational imperatives. As shared by Vaughn, āItās always best policy to start with the truth and then you donāt have to worry about covering a lie.ā (2012, p. 5). While the executive team didnāt outright lie to stakeholders, many saw the initiative as being disingenuous to institutional values. The communication was overall ineffective because leadership failed to consider stakeholder opinions and werenāt successful in drafting a plan that aligned with the institutional mission. Because the communication approach was top-down, it failed to consider or integrate the opinions of staff or faculty. Had executive leadership have invited the perspectives of stakeholders earlier in the process, they may have saved time and the emotional energy of employees.Ā
I ended up leaving the institution shortly after th ...
Haley DiscussionI previously worked within a private UniversityJeanmarieColbert3
Ā
Haley Discussion:
I previously worked within a private University system that holds several locations throughout the country. The school holds a reputation of social progress via education; additionally,Ā its mission is closely aligned with environmental justice. While the specializations vary by campus, the most highly enrolled programs were those pertaining to ecology, sustainability, and environmental studies. The Universityās mission is to, āprovide learner-centered education to empower students with the knowledge and skills to lead meaningful lives and to advance social, economic, and environmental justice.ā Unfortunately, like many institutions of higher education, the University was struggling to remain financially solvent. Over a 10 year period, the schoolās flagship location in the Midwest, which almost exclusively offered masters-level programs in education,Ā saw nearly a 70% enrollment decline after their state changed requirements for educators within their state.Ā
In an attempt to expand on program offers and ultimately increase enrollment, the University was researching industries expected to see growth, and program offerings that would create pathways to those industries. After months of research, the president of the University held a town hall to share out the task forceās findings, as well as next-steps in imagining new programs. Of primary interest to the taskforce was the prospect of creating a commercial trucking school, wherein truckers could earn commercial licenses, credentials, and college credits. Upon hearing the news, staff and faculty were irate; they were disgusted that administrators would even consider such an option, when freight shipping and trucking have sizable negative impacts on the environment. Many argued that creating commercial trucking programs would be in direct opposition to the institutional mission, vision, and values.Ā
In comparing this communication to Vaughnās article, it seems as though University leadership demonstrated ineffective communication processes and stakeholders had lacking trust. While the institution was financially struggling, many saw this plan as a prioritization of money over educational imperatives. As shared by Vaughn, āItās always best policy to start with the truth and then you donāt have to worry about covering a lie.ā (2012, p. 5). While the executive team didnāt outright lie to stakeholders, many saw the initiative as being disingenuous to institutional values. The communication was overall ineffective because leadership failed to consider stakeholder opinions and werenāt successful in drafting a plan that aligned with the institutional mission. Because the communication approach was top-down, it failed to consider or integrate the opinions of staff or faculty. Had executive leadership have invited the perspectives of stakeholders earlier in the process, they may have saved time and the emotional energy of employees.Ā
I ended up leaving the institution shortly after th ...
The findings of this research study (purchase on Amazon.com) examines the impact social media has on consumers and decision-makers around the world and characterizes the impact of social influence models. The Social Mind research explores the best practices of using social business as a platform to strengthen sustainable methods for working and living in new, interactive and collaborative business world. It identifies key characteristics and insights into the engagement behaviors of influencers and individuals, and how organizations can maximize reach and influence to execute on what we call the new Principals of Engagement in the Millennium.
Social business is dynamically changing the face of human interaction and communications globally. The emergence of new social behaviors and interrelationships between individuals, organizations, thought leaders and influencers are evolving in new and previously unforeseen ways primarily because of social media networks and peer groups.
A disruption is in the making, but this time, human behavior is the driver, not technology. People want and need to get the information they need at the time they desire it, especially from those they consider to be experts. We are returning to the āapple cartā of yesteryear. However, this time around we are armed with digital devices to extend our global ability to talk with the companies and people who inform our decisions.
This paradigm shift is a major communications innovation in all markets, which is radically changing the way people and organizations engage and behave online. There is also a strong link between social networking and what might be called āa new global anthropologyā that is developing because of these new behaviors, interactions and interrelationships between cultures enabled through social business.
Over the past three years Vanessa DiMauro, Peter Auditore and myself, all Society for New Communications Research fellows, have embarked on a series of research studies to understand this new and evolving business platform and its impact on social communications and influence.
There are many applications of social media outreach, and this session will look at its application to non-profit objectives such as public relations, constituency building, citizen engagement, health behavioral change campaign, or fundraising.
The workshop will comprise presentations with case studies, one paper-based exercise, and open question time. We wish to run a needs assessment before the workshop to ensure the workshop meets participants' expectations.
The workshop will provide participants with a brief overview of communication models, social media trends, and a bigger picture view on how social media has changed the rules of online engagement. It will help participants better appreciate social media, assess its pros and cons, and evaluate if their organization should use or expand the scope of their social media activities.
Topics will include background information on social media; how traditional (one-way) communication paradigms no longer work in interactive media; and how two-way communication models operate online.
A key focus will be to help organization evaluate the pros and cons of social media, and then assess if social media offers any benefits to their organization. Participants will be asked to assess how social media can advance their organization's mandate, whether it is a viable channel for their constituents, its pros and cons for their situation, and then to review other relevant assessment criteria. Midway through the workshop, participants will be invited to complete a paper-based form to help them assess if social media offers enough benefits for their organization to adopt or expand the scope of their social media outreach.
The remainder of the presentation will focus on practical guidance for organizations that wish to implement or expand the scope of their social media outreach. Topics covered will include reassessing organizational goals; researching constituents; starting an incremental approach to social media outreach; defining the scope of your social media activities; mainstreaming into institutions; daily operations; responding protocols; institutional policies; tools of the trade; and methods for prioritizing resource allocations.
As social media evolves, a new breed of influencers has arisen with power to spread new ideas and products through their online connections.
The purpose of this study is to explore how Diffusion of Innovations is being used in social media marketing, revealing the ways that the DOI concepts are being used in new ways to market companies more effectively.
Introductory overview of strategic social media, created for the Texas Hospital Association's one-day conference, "Where Social Media and Health Care Meet- Harnessing New Media Tools."
Peer response The purpose of dissemination strategies are to.docxLacieKlineeb
Ā
Peer response
The purpose of dissemination strategies are to spread knowledge of evidence-based interventions so that it can become more widespread in practice. To me, the most favorable dissemination strategy that I would choose to use is social media. I am 27 years old and was born in an era of seeing how influential social media can be. On average, 4.48 billion people are on social media and check it regularly (Undiscovered Maine, n.d., para. 8). I have seen firsthand how when a friend or someone I know starts doing a new trend their response is typically that they saw it on Instagram, TikTok, etc. We could use social media and its impact for good by spreading evidence-based practice findings in healthcare to a large audience of variety.
Ā Ā Ā Ā Ā Ā Ā Ā Ā Ā Ā The second dissemination strategy that I would be inclined to use is press releases. Press releases are a great way to communicated evidence-based findings to a large group of people. Additionally, having a press release on topics enhances reliability to most viewers if you are on a trusted and professional news outlet. Going along with a benefit of social media, in todayās climate, impactful press release videos will generally now find themselves viral on social media, so even people who do not watch the news will eventually view the press conference.
Dissemination Strategies I Would Be Least Inclined to Use
The dissemination strategy that I would be the least inclined to use is e-mail. While e-mails are a quick way to get information across, they do not have as big as an impact as many other strategies do. Most of the time, people generally just scroll through e-mails and delete things that do not require immediate action because their inboxes are probably filled with things that do. Additionally, it is incredibly difficult to convey emotion over e-mail, so some information and passion behind the message being conveyed are susceptible to being lost in translation. Lastly, e-mail is not as accessible to a larger group of people because only people who receive the e-mail would be able to see the information provided.
Ā Ā Ā Ā Ā Ā Ā Ā Ā Ā Ā Another dissemination strategy that I would not be inclined to use is the use of poster presentations. While poster presentations may provide a bit of hard work and personalization, they are not as effective as other strategies. Poster presentations may come across as informal and may not convey the urgency of the message being conveyed. Additionally, the poster will just stay a poster that will probably stay in one area or may even be thrown away. In this day and age, if you want a large people to view something, it will need to be digital so that it stays in a place forever and is able to be spread to other people and saved to their personal devices for reference and storage.
Barriers and
Solution
s to Desired Dissemination Strategies
One of the biggest risks to using social media to communicate evidence-based findings is that there is a lack of privacy. A.
Letās Get Social!Discussion TitlePrepare There is no shortage.docxsmile790243
Ā
Letās Get Social!
Discussion Title
Prepare: There is no shortage of social media platforms that exist for us to communicate directly and indirectly with each other. For this assignment, we will focus on Facebook, Twitter, and YouTube. This discussion requires that you establish an account for each of the platforms. If you already have one, create a separate one specifically for this assignment so you can share your links with others in the class. If you are a Journalism and Mass Communication major, your profile will be used in other courses as you progress through the program. You will also need to read the following about these forms of social media:
Ā· Facebook 101
Ā· Anatomy of a Tweet
Ā· About YouTube
Ā·
Reflect: Once you have established your social media presences, reflect on the following questions:
Ā· Was the setup straightforward?
Ā· How much personal information did you have to provide?
Ā· How do you perceive the usefulness of each platform on a personal and professional level?
Ā·
Write: Now that you have critically thought about the process of setting up and using these social media platforms, write a 200- to 250-word blog post about your experience with setting them up. In your post, you must include at least one credible source of information that is related to at least one of the questions to support your ideas. Include a byline at the beginning of your blog post. At the end of your blog, include a full reference for all sources cited in the body of your blog. All citations and references must adhere to APA style guidelines as outlined in theAshford Writing Center. View theFormatting Stories and Blogs document for assistance with formatting your blog.
Check It! Your blog must be submitted throughGrammarly prior to submission.
Respond to Peers: After you have written your blog, read the blogs of your peers and post a comment to at least three other bloggers about their experiences in setting up and using their social media presences. Your comments should address them by name, be between 50 and 75 words in length, and must include your name at the end of each response.
W4 Assignment 2
Use theĀ Week 4Ā research templateĀ to complete the following assignment tasks.
Ā· Choose the assigned research articles fromĀ W2 Assignment 2. Describe the sample with demographics, data collection process, and identification of variables; sampling design; instruments, tools, or surveys.
Ā· Summarized the discussion about the validity and reliability of the instruments, tools, or surveys.
Ā· Discussed legal/ethical concerns.
Ā· NOTE: If a component is absent, student receives a zero for that component.
Cite all sources in APA format
Articles
Bortz, A., Ashkenazi, T., & Melnikov, S. (2015).Ā Spirituality as a predictive factor for signing an organ donor card.Ā Journal of Nursing Scholarship, 47(1), 25-33. doi: 10.1111/jnu.12107
Dinkel, S., & Schmidt, K. (2015).Ā Health education needs of incarcerated women.Journal of Nursing Scholarship, 46(4), 229-234. d ...
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Two step flow of communication theory.pdf
1. 1
Theories of communication- I
Topic Name: Two-step flow of communication
Submitted To: Mam Asma Maqsood
Submitted By: Nabiha Nasir 545
Arosha Irfan 541
Zara Razaq 516
Asifa Khan 512
BS Communication Studies Semester v
Session 2020-2024
DEPARTMENT OF COMMUNICATION STUDIES
QUEEN MARY GRADUATE COLLEGE LAHORE
2. 2
Two-step flow of communication
Table of content
1- Definitions Page#3
2- Steps Page#4
3- History Page#4
4- Opinion leader Page#7
5- System of communication Page#7
6- Importance Page#8
7- Limitations and Strength Page#9
8- Examples Page#10
9- Applications Page#11/12
10-Critics Page# 13
3. 3
Two-Step Flow of Communication
Definition
ā The two-step flow model is a theory of communication that holds that interpersonal
interactions exert a significantly stronger effect on influencing public opinion than outlets
of mass media do.
ā According to the two-step theory, opinion leaders who are directly influenced by mass
media, help shape the views of most individuals in society. Herein, these opinion leaders
pass on to their followers not only media content, but also their own interpretations
thereof.
ā The two-step flow model stands in contrast to the hypodermic needle theory which posits
that mass media directly influences the public, and that political media campaigns
directly affect the way people vote.
ā According to the two-step theory, opinion leaders who are directly influenced by mass
media, help shape the views of most individuals in society. Herein, these opinion leaders
pass on to their followers.
4. 4
The two-step flow model posits that the media does not have a direct effect on the whole of the
media audience, but is mediated through opinion leaders, who absorb the information and pass it
on to their immediate social group. The two-step hypothesis suggests that opinion leaders are the
crucial conduit for political information.
What is the Two Step Flow Model?
The Two Step Flow Model of Mass Communication theory states that information from
the media moves in two separate stages.
Stage 1: Opinion leaders receive a mass media message.
Stage 2: The opinion leader interprets the message (exerting āpersonal influenceā) and passes
that interpretation to others.
History
The two-step flow theory was first formalised by Paul Lazarsfeld, Bernard Berelson and
Hazel Gaudet in The Peopleās Choice (1944). The study primarily focused on the process of
decision making during a Presidential election campaign. The three researchers were expecting
5. 5
that evidence would point to direct influence of media messages on voting intentions. However,
they were surprised to find that personal contacts were mentioned more frequently than exposure
to mass media as sources of influence on voting behaviour. Friends, family and opinion leaders
were more likely to sway and change opinions of large audiences over radio or newspaper. The
researchersā image of a disconnected mass audience of individuals failed to explain how
interpersonal relations came into play when making decisions. From this information, the
two-step flow theory of communications originated.
Conceptual Model & Explanation
The model above explains how this two-step flow theory works. An intermediary is introduced
between the sender, or the mass media, and the audience. This new or secondary step in the
dissemination of information is typically an influential figure or opinion leader with greater
access to information than the audience. They have the authority to dissect and explain the
message as they please and, subsequently, influence the opinions of the final receivers, or the
individuals in social contact with the opinion leader.
One of the most important parts of this theory that directly affects the movement of the message
and its impact is the beliefs and ideas of the personal contact or opinion leader. The information
coming from the opinion leader is altered with personal opinions and research, thus the original
message is not the same as it started in the media. āOpinion leaders are much more exposed to
mass media and much more engaged in active communication than the general public isā
(Maurer) and are not passive gatekeepers of media information. If they did not transmit content
6. 6
based on their own opinions, then there would be no communications hypothesis challenging the
idea of strong media effects.
Another important part of the two-step flow theory to understand is that audiences are more
likely to be influenced by others like themselves, which alters where and how they are receiving
the information. According to Elihu Katz, former communications scientist at Columbia
University, opinion leaders are almost equal in proportions in every social group and stratum and
that there is a homogeneity of opinions amongst these groups. For an audience, opinion leaders
and their personal influences are trustworthy, flexible and non-purposive because they are
similar. For example, religious persons are more likely to listen to their pastor because he or she
is equal to their status and shares many of the same beliefs.
Opinion Leader
Opinion Leader is a leader for a certain group who gives details and information to lesser active
persons in the group. In office, the managing director is an opinion leader and in public, a
political leader is an opinion leader. They interpret the information to their own group. But one
thing the Opinion leader is a leader only for their own group not for all. Note: The Opinion
leaders have enough voice only in structured social groups not in an isolated individual in the
population.
Example: Carol watching News in ABN Channel they flash the headlines with āResearch reveals
some toys are leading the childrenās aggressive and Violentā. That day Carol calls her little son
and went for shopping and carol warn her son some toys are not good and made skin allergy
which leads her son to avoid those toys.
Opinion leader: Mom
Audience: Her Son
Added information in actual content: Skin Allergy
Systems involved with two-way communication
There are a variety of ways professionals can use two-way communication to
create a conversation between colleagues or their clients. This includes both oral
and written systems that allow for effective communication. Below are several
systems that can be used to facilitate two-way communication:
Phone:
Professionals can use a mobile or office phone to communicate between two
parties. A phone allows both parties to call each other, so they can communicate
with each other remotely to provide project ideas, ask questions or provide
8. 8
More often, professionals are conducting calls using video networking software.
Video referencing is a diverse and customizable method of arranging meetings
with coworkers and clients.Dispatch system: Professionals that communicate
through software programs often use a dispatch system to deliver messages. For
example, first responders use a dispatch system to receive incoming messages from
a dispatcher
Instant messaging:
This is a written form of two-way communication that#39;s done over the internet
through a Wi-Fi connection. It can allow professionals to answer questions quickly,
provide product information or respond to company inquiries while at work
In-person communication:
This direct form of communication allows professionals to answer questions fast
without having to type any written form of communication.Face To face
communication allows others to read their body language and facial expressions,
which can help to decipher when a person needs help or when they may not
understand what the other person is saying.
Why is two-way communication important?
Here are some reasons two-communication is important:
Increase productivity
Implementing two-way communication can help increase productivity in the workplace by
providing an effective way to communicate between departments, managers and colleagues.
Two-way communication allows professionals to converse across various channels by asking
questions, informing others and providing feedback. This also allows managers to train and
direct their employees under the company#39;s best practices and business processes to help
improve production rates and quality.
Improve job satisfaction
With effective two-way communication, professionals can increase their job satisfaction rates.
They can do so by informing others about their opinions, interests and concerns. This can allow
managers to provide their staff with the essential on-the-job tools, camaraderie and rewards that
may be necessary to get their team to work harder. By receiving effective feedback from
9. 9
managers, employees can improve their work habits and processes for better job performance,
which allows them to feel satisfied while at work.
Enhance communication
To enhance two-way communication between two parties, the sender and receiver may assess
and evaluate what each other is saying. To accomplish this, Both parties can thoroughly listen to
each other and provide necessary feedback. By effectively listening to each other, two-way
communication can improve by providing clarification among parties.
Build collaboration
Two-way communication can allow team members to talk among themselves. This allows
employees to collaborate with one another on various projects to better understand and improve
business processes. Employees can share ideas and feedback by implementing effective two-way
communication.Colaboration can help colleagues to become innovative and more creative when
they share each other's thoughts and ideas.
Strengths and Limitations of Two -Step Flow of Communication:
Strengths:
Focus on flow of influence
Audiences are active participants in the communication process and are seen as part of the
society.
Recognizes the indirect nature of effects.
Recognizes the role of audience interpretation.
Recognizes that audiences are active.
The two -step Flow theory has improved our understanding of how the mass media influence
decision making.
The theory refined the ability to predict the influence of media messages on audience
behaviour, and it helped explain why certain media campaigns may have failed to alter audience
attitudes and behaviour.
Limitations/ Weakness:
There are following points about the limitations which are given below:
10. 10
Flow of information.
Flow of influence is intersecting.
More complex.
More than two steps in the flow of communication.
Unable to prove that opinion leaders are different from anyone else.
Seems to assume there are only a few Media outlets (due to itās 1940s origin).
Functions and Assumptions:
The hypodermic needle theory proposes that the media has a direct and powerful influence.
The two -step flow of communication acknowledges communication is a more complex process.
The concept of the Two -Step Flow of communication ' suggests that the flow of
information and influence from the mass media to their audiences involves two steps: from the
media to certain individuals ( i.e., the opinion leaders) and from them to the public.
The two -step flow of communication describes how firstly certain individuals considered to be
āopinion leadersā receive and interpret information directly from mass media. They in turn pass
on their interpretations along with the media information itself, thus influencing the individualās
interpretations.
This can be used for any media type, including TV, radio, internet, newspapers and films.
Two-Step Flow Examples
It can be useful to explore a few real-world two-step flow examples and one
theoretical example to see the model in action. These examples will help to illustrate how the
theory works in practice.
Example 1: Politics:
One of the most common examples of the two-step flow model is in the realm of politics. In
this arena, mass media organisations play a significant role in informing the public about political
issues. They do this through television, radio, newspapers, and the internet. Political opinion
leaders are often highly influential individuals such as politicians, commentators, and pundits.
These opinion leaders share their views on the issues with others in their social network. This has
a big impact on public opinion. For example, during a presidential election, opinion leaders may
provide their own take on news provided by mass media outlets. This can have a big impact on
who people vote for.
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Example 2: Marketing
Another common example of the two-step flow model is in marketing and advertising. In this
context, businesses target opinion leaders in an attempt to promote their products or services.
This is done through a variety of marketing techniques such as endorsements, sponsorships, and
product placement. The goal is to get opinion leaders to talk about the product or service in a
positive light. This will lead to more people buying the product or using the service. An example
would be a sports drink company sponsoring a celebrity athlete. The celebrity then talks about
Applications in Public Relations
The two-step flow theory of communications is important to public relations because of
the influence it has on large audiences. If media or public relations professionals are sending out
information in hopes of crafting a specific message for an audience and opinion leaders heavily
alter that information, then the impact of the message has also been altered. This theory changes
the way PR professionals interact with audiences in several ways. First, messages must now
attract and support influential figures of certain audiences. Public relations professionals cannot
overlook this important step in reaching their target.
Second, public relations professionals must use these opinion leaders as vital āword of mouthā
marketers, especially on social media platforms like Twitter. Although an opinion leader is
traditional sense is someone who is close and connected to a specific community, it can also be a
person with a wide range of followers, like a blogger or celebrity. People are more likely to buy
a product or listen to someoneās suggestion when they feel like they can trust them. Celebrities
can also personally connect with fans via Twitter by engaging in real time conversations that
actually come from them and not someone working for them.
An example of the two-step flow theory is Al Goreās The Climate Project and the more recent
We campaign (Nisbet, Kotcher). For both, he recruited digital opinion leaders to reach more
people and increase education of climate change and policy details. According to surveys, trends
depict that the American public is largely disengaged from the climate change issue. The use of
digital opinion leaders allows Al Gore and his campaign to sidestep the media completely and
talk with their audience directly. Al Gore himself is also an opinion leader. He is heavily
involved with and connected to the issue of global warming and the campaign to raise
awareness. His prominent status and knowledge about the issue help sways public opinions.
The final example is the Kony 2012 campaign. The campaign, started by the non-profit called
Invisible Children, shed light on Joseph Kony, the central African warlord who recruited child
soldiers. They launched a video on YouTube hoping to have one million views in a year; in the
first five days, they already gained 120 million views. The success of the video can be
contributed to celebrities like Rihanna and Bill Gates who tweeted about the video. Their
influential status helped spread awareness of the campaign and even āthe technology website
Mashable quickly named it the most viral video of all time.ā (Sanders) Although the video was
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extremely popular among celebrities and their followers, it was severely criticized by experts and
journalists. However, people were more likely to listen to the opinion leaders online. Invisible
Children raised $32 million and ramped up on-the-ground work in Africa. The combination of a
serious topic, savvy social media use and celebrity endorsements helped Kony 2012 become the
success that it is
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Critics:
ļ§ Researchers found substantial evidence that initial mass media information flows directly to
people on the whole and is not relayed by opinion leaders. The two-step hypothesis does not
adequately describe the flow of learning. Lazarsfeld and his associates in the 1940 election study
were unable to determine the specific flow of influence.
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References:
Ayesh Pereral. (n.d.). Two-step flow model of media communication. Sociology. Retrieved January
9, 2023, from https://simplysociology.com/two-step-flow-theory-of-communication.html