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The study also uncovered an influence process that Lazarsfeld called "opinion leadership." He concluded that there is a multistep flow of information from the mass media to persons who serve as opinion leaders which then is passed on to the general public. He called this communication process the "two-step flow of communication". [15]
Communication is commonly defined as the transmission of information.Its precise definition is disputed and there are disagreements about whether unintentional or failed transmissions are included and whether communication not only transmits meaning but also creates it.
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.
Formal communication flows downward, horizontal and upward while informal communication is generally referred to as "the grapevine". Formal communication refers to the flow of official information through proper, predefined channels and routes. The flow of information is controlled and needs deliberate effort to be properly communicated.
The communication skills required for successful communication are different for source and receiver. For the source, this includes the ability to express oneself or to encode the message in an accessible way. [8] Communication starts with a specific purpose and encoding skills are necessary to express this purpose in the form of a message.
One-way communication is when a message flows from sender to receiver only, thus providing no feedback. Some examples of one-way communication are radio or television programs and listening to policy statements from top executives. Two-way communication is especially significant in that it enables feedback to improve a situation. [2]
Computations deal with algorithms and data; Communication involves protocols and messages; So the analog of a data flow diagram is some kind of message flow diagram. [4] To visualize protocol layering and protocol suites, a diagram of the message flows in and between two systems, A and B, is shown in figure 3.
Lazarsfeld introduced the idea of the two-step flow of communication [11] in 1944. Elihu Katz contributed to the model in 1955 through studies and publications. [12] The model of the two-step flow of communication assumes that ideas flow from the mass media to opinion leaders and then to the greater public.