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Comm 300Final Exam 1 Explain the role of the two-step flow in diffusion theory Man has forever struggled against the forces of chaos trying to make order from disorder and shedding light on the unknown For mankind this is an unending but essential struggle We vanquish the dark and shed light on an enigmatic world with the aid of theories One such theory which gains insight on human communication in relation to persuasion is the two-step flow The two-step flow plays a valuable role in our understanding of diffusion theory Diffusion theory concentrates on how ideas or products are presented and dispersed throughout the masses This theory is threefold First the theory emphasizes how the masses are introduced to the media Second it focuses on how the masses utilize the information presented by the media Finally it examines the individual characteristics of people within the mass Two step-flow developed as a result of researchers attempt to analyze the specific impact that friends and family have upon the messages of the media Diffusion theory seeks to understand how a message presented by the media or any other source becomes scattered and intermingles between individuals throughout the masses In other words it understands how the medias message uniquely impacts the intended audience In relation to diffusion theory social researchers have learned that rather than incorporating the traditional hypodermic needle theory to explain the behavior of the masses masses are influenced by an indirect two-step flow of communication A message can have a greater impact when it is diffused throughout the individuals of a masse rather than being directly injected into the mass as a whole The first stage in the diffusion of a message is that information is transmitted to a small group of people These select groups are characterized by people who stay well informed or are current with the message These small groups are known as opinion leaders The second stage of
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