Journalist Jan Fran explains the two-step flow theory that suggests people are more influenced by their friends and family than the news media.

How Multi-Step Flow Theory Works The multi-step flow theory was first postulated in 1944 by Lazarsfeld, a social researcher from America. However, this theory was developed in 1955 by Elihu Katz ...

The two-step hypothesis comprises far reaching assumptions which are discussed and modeled here in a 'multi-step-flow of influence' model across media and persons. The Politische Vierteljahresschrift ...

Research subsequent to the classic statement of a two-step flow-of-influence hypothesis has isolated a number of inaccuracies in the hypothesis as originally formulated. Analysis of a question series ...