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The two-step flow of communication model hypothesizes that ideas flow from mass media to opinion leaders, and from them to a wider population. It was first introduced by sociologist Paul Lazarsfeld et al. in 1944 [4] and elaborated by Elihu Katz and Lazarsfeld in 1955 [5] and subsequent publications. [6]
Another contrast is between linear and non-linear models. Most early models of communication are linear models. They present communication as a unidirectional process in which messages flow from the communicator to the audience. Non-linear models, on the other hand, are multi-directional: messages are sent back and forth between participants.
The source–message–channel–receiver model is a linear transmission model of communication. It is also referred to as the sender–message–channel–receiver model, the SMCR model, and Berlo's model. It was first published by David Berlo in his 1960 book The Process of Communication. It contains a detailed discussion of the four main ...
There are many forms of communication, including human linguistic communication using sounds, sign language, and writing as well as animals exchanging information and attempts to communicate with intelligent extraterrestrial life. Communication is commonly defined as the transmission of information.
Interpersonal communication has been studied as a mediator for information flow from mass media to the wider population. The two-step flow of communication theory proposes that most people form their opinions under the influence of opinion leaders, who in turn are influenced by the mass media.
Lasswell's model is often criticized for its simplicity. A common objection is that it does not explicitly discuss a feedback loop or the influence of context on the communicative process. Another criticism is that it does not take the effects of noise into account. However, not everyone agrees with these objections and it has been suggested ...
Schramm's model of communication is an early and influential model of communication. It was first published by Wilbur Schramm in 1954 and includes innovations over previous models, such as the inclusion of a feedback loop and the discussion of the role of fields of experience. For Schramm, communication is about sharing information or having a ...
Within the realm of communication studies, organizational communication is a field of study surrounding all areas of communication and information flow that contribute to the functioning of an organization . Organizational communication is constantly evolving and as a result, the scope of organizations included in this field of research have ...