Created by Katz and Lazarsfeld to replace Hypodermic Needle Theory

1. TWO-STEP FLOW
THEORY
Developed by Katz and Lazarsfeld

2. CORE SUGGESTION
◦ Information moves in two stages:
- To the individuals, who interpret the message
- The interpretation is then passed on to the audience along with the original content.
o Process between media’s direct message and audience’s reaction is called Personal Influence