1. Communication & Mass Media
... through their two-step flow hypothesis: Certain individuals known as opinion leaders receive information from the media and pass it to their peers....The diffusion of innovation occurs when the adoption of an idea, practice, or object spreads by communication through a social system. (Littlejohn 314) An example of interpersonal communication affecting media outcomes was displayed in Theories of ... leaders intitially received their information about family planning from the mass media and family planning worker visits, but interpersonal networks turned out to be most important in the d...
- Word Count: 1666
- Approx Pages: 7
- Has Bibliography
- Grade Level: Undergraduate