Two-step theory of mass communication

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To what degree do you think mass media influence you or other's? Based on, "the two- step theory" mass communications, the foundation of which is the belief that the mass media influence society's key opinion leaders, who in turn influence the opinions and actions of society itself. These key opinion leaders were said to include elected public officials, powerful business executives, and religious figures.

Although the opinion leaders were seen as powerful, this theory remained based on the belief that the mass media were powerful forces in molding public opinion) and how does this theory fit with media influence and behavior changes?

Reference no: EM1346558

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