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Dr. Janardhan Juvvigunta, profile picture
Uploaded byDr. Janardhan Juvvigunta
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Two step flow of information

This document discusses several models and theories related to the flow of information and influence. It describes the two-step flow of communication model developed by Lazarsfeld, which found that personal influence from opinion leaders is more impactful than direct media influence. It also discusses Kurt Lewin's concept of gatekeeping, in which individuals control the flow of information by deciding what should pass through or be blocked. News editors are provided as an example of gatekeepers who determine what news items to publish based on their organization's policies.

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J. JANARDHAN
 In 1944, Paul Lazarsfeld, Bernard Berelson & Hazel Gaudet  “The people’s choice: How the voter makes up his mind in a presidential campaign”
 The model focused on the people decision.  The media messages has very less influence then an informal, personal communication.  Katz and Paul Lazarsfeld has developed the model
 Opinion leaders play prominent role  They give details and information to lesser active persons.  They interpret the information to their own group.  But, the Opinion leader is a leader only for their own group not for all.
 The leaders may add their opinion on the actual content  It may affects the low active users.  The Opinion leaders are filtering the actual content  To ensure the information is needed by the people.  Mostly the opinion leaders are selective and they pass the messages to the group.
 The information is not relayed by opinion leaders.  Unable to determine the specific flow of influence.  Most of the advertising researches are based on this theory.  It helps to improve the market with less efforts.
 Kurt Zadek Lewing developed Psychological field and life space.  In order to understand human behavior.  He works on to understand a person’s own world.  His works understand the relationship b/w attitudes and behavior.
 He coined the word called “Gate keeping”.  Nothing but to block unwanted or useless things  The person who makes a decision-“Gatekeeper”.  He decides what information should move to public  He is the decision maker in the information flow  He is having his own influence like Social, Cultural, Ethical and Political
 Based on the influence they let the information to the group  By gate-keeping, unwanted, sensible and controversial information can be removed  The job helps to maintain the order in the society  In home, mother plays the vital role in the information flow.
 News editor plays vital role in dissemination of news  He has to decide what kind of news should be published  Media organizations receive various news items  Organizations have their own ethics and policies  Based on, editor decide the news items
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