From the TwoStep Flow Model to Limited Effects Theory

1
From the Two-Step Flow Model to Limited Effects
Theory

• Paul Lazarsfeld
• and
• the Two-Step Flow Model of Communication

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The Two-Step Flow of Communication

• Lecture Outline
• background
• Erie County voting study
• the two-step flow model
• the decision-making process
• key factors
• limited effects model
• contingency theory.

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Transmissive Model
Sender
Message
Receiver
Effect
S
M
R
R1
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The Two-Step Flow Model
SOCIAL
Sender
Message
Receiver
Effect
S
M
R
R1
(S/N)
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Decision-Making Process

• Exists on a continuum
• depends on two factors
• personal psyche or disposition
• the information itself.

Early Adopters
Converts
Waverers
Crystallizers
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Key Factors in Decision-Making Process

• socio-economic status (class)
• religion
• gender
• intra-familial status.

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Limited Effects Model

• Limited set of assumptions
• interested in specific processes
• needs to be integrated into larger theoretical
  framework
• is sufficiently empirical to allow for testing.

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Contingency Theory

• Who says what to whom in what context?
• medium (choice)
• content (what is being said)
• audience (to whom?)
• context and conditions (social influences).

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Options
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