Two-step flow theory Flashcards
1
Q
Theory idea
A
the message, opinion leader, membership group
2
Q
Period
A
1940s
3
Q
Discipline
A
Sociology
4
Q
Institution
A
Universities, government, cultural industries
5
Q
Main question
A
what do people do to media
6
Q
Social organization
A
plural mass
7
Q
Human subjectivity / individual leaders
A
achieve meaning makers belonging to membership groups with opinion
8
Q
Media
A
not powerful and subject to a value system of membership groups
9
Q
Power
A
at the level of opinion leaders membership groups and pre-existing beliefs
10
Q
Strategies
A
surveys, interview
11
Q
Key concepts
A
personal influence, opinion leader, membership groups
