Theory of “Two steps flow of information” means
that:

  • Initially the mass communication messages are
    spread through quality media and after – through popular media
  • Mass communication
    messages primarily are received by opinion leaders and then distributed
    interpersonally among their relati ves
  • Mass communication messages are circulating
    initially among elite groups and after – among ordinary people
  • Messages are first oppositionally decoded and
    secondly – are critically interpreted

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