Annotated Bibliography: The Two-Step Flow Of Communication

Decent Essays
Man Bao(Victoria)
Comm 145
Dr. Winter
Annotated Bibliography
Bennett, W.L. & Manheim, J. B. (2006) The one-Step Flow of Communication. The Annals of the Ammerican Academy of Political and Social Science, Vol, 608.
This article is written by Bennett and Manheim and was published by Sage Publications Corporations. The article mainly talks about the transformation of public communication in American from the classic two-step flow of communication to one-step flow. In terms of two-step flow, the message is passed by mass media to the more or less homogeneous groups or opinion-leaders. Then lots of small group leaders would interact with each other, interpret and contextualized these ideas to their members. However, for one-step flow
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The study mainly probes into the question how a piece of information conveys and flows in social media-based public forums, whether the opinion-leaders are elected during the process and what kind of personality traits the opinion-leaders possess in the media-based forums. The author makes literature review about the key items such as discussion networks, flow of information, opinion leadership and proposes one research question and three hypotheses such as the flow of information within online forums following the two-step flow model. In terms of methodology, the author makes use of case selection, network analysis and logistic regression analysis to collect and analyze data.
Through data collection and analysis, it comes to the conclusion that online forums such as twitter or Facebook are inclusive that only a small proportion of people are totally isolated from the discussion. What’s more, two-step flow model is popularly used in the online public forums and the opinion-leaders have great influence on the ordinary people. With the assistance of modern technology and mass media, the opinion leaders could form and reform their ideas and convey to the
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This article makes a brief summary of the relevant studies about the two-step flow of communication. The previous hypothesis is that ideas often flow from radio media and paper works to opinion leaders and then from these to the less active sections of the population. Through literature reviewing, the author deliberately analyzes The People’s Choice and relevant studies in recent years such as Rovere Study, The Decatur Study and The Drug Study, and then share with the audience about his findings. Through examining the designs of these studies, the author lists out his findings about The People’s Choice in three aspects: the impact of personal influence, the flow of personal influence and relationship between opinion leaders and mass
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