two-step flow in mass communications

two-step flow in mass communications

the idea, contrary to theories of MASS SOCIETY, that in a plural society the flow of mass communications is mediated by the action of OPINION-LEADERS, who function as GATE-KEEPERS in such a ‘two-step flow’ (LAZARSFELD, et al., 1944, Katz and Lazarsfeld, 1955). The idea has been a significant one in the development of theories of the MASS MEDIA OF COMMUNICATION. see also DIFFUSION OF INNOVATIONS.
Collins Dictionary of Sociology, 3rd ed. © HarperCollins Publishers 2000