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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]
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 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.
The multi-step flow theory assumes ideas flow from mass media to opinion leaders before being disseminated to a wider population. This theory was first introduced by sociologist Paul Lazarsfeld et al. in 1944 and elaborated by Elihu Katz and Lazarsfeld in 1955.
Opinion leaders play an important role in information flow, because people tend to seek advice from others in the social environment. Information from the mass media does not directly flow to the target audiences, but through a mediation process, in which influential people digest the information and spread it to the public. Opinion leaders ...
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.
Communication is commonly defined as the transmission of information. ... Based on the flow of informations, systems are categorized as simplex, half-duplex, ...
In 1993, the communication scholars Denis McQuail and Sven Windahl referred to Lasswell's model as "perhaps the most famous single phrase in communication research." [ 18 ] McQuail and Windahl also considered the model as a formula that would be transformed into a model once boxes were drawn around each element and arrows connected the elements.