Two-Step Flow Theory | Mass Communication Theories Explained | UGC NET / MA Exam Prep
Автор: UGC NET Media Mastery
Загружено: 2025-09-15
Просмотров: 200
Описание:
In this video, we explore the Two-Step Flow Theory of Communication — a landmark media theory developed by Paul Lazarsfeld and Elihu Katz.
You will learn:
✅ The historical background of the Erie County Study (1940 U.S. Presidential Election)
✅ Key findings about voter behaviour and opinion formation
✅ The role of Opinion Leaders in shaping media influence
✅ The Two-Step Flow Model explained with a simple diagram
✅ Strengths, limitations, and real-world examples
✅ Important exam tips for UGC NET / JRF and MA Mass Communication
Timestamps for Easy Navigation:
00:00 – Introduction
00:30 – Historical Background
02:00 – Key Findings
03:30 – Opinion Leaders
05:00 – Two-Step Flow Model
06:30 – Importance of Theory
07:30 – Strengths & Limitations
08:30 – Exam Tips & Practice Questions
09:30 – Outro
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