If information flows from the media to opinion leaders and then from the…
2023
If information flows from the media to opinion leaders and then from the opinion leaders to the target audience, this process is known as:
Answer: B. Two-step-flow — Concept Communication-flow models are distinguished by the number and nature of stages through which mass-media messages reach the wider public. In the…
- A.
One-step-flow
- B.
Two-step-flow
- C.
Step-by-step flow
- D.
Multi-step flow
Show answer & explanation
Correct answer: B
Concept
Communication-flow models are distinguished by the number and nature of stages through which mass-media messages reach the wider public.
In the two-step flow model, media content first reaches opinion leaders; interpersonal influence then carries their interpretation to other audience members.
Application
Identify the first transition: mass media to opinion leaders.
Identify the second transition: opinion leaders to the target audience.
Count the two linked transitions; this is the defining structure of two-step flow.
Contrast
One-step-flow represents direct source-to-audience transmission without an intervening opinion-leader stage.
Two-step-flow represents two linked stages involving media exposure and subsequent interpersonal influence.
Step-by-step flow is a general phrase for sequential progression, not the named mass-communication model described here.
Multi-step flow extends influence through several interpersonal stages or network paths.
Cross-check
Counting the arrows gives two transitions—media to opinion leaders and opinion leaders to the audience—which confirms the model classification.
Therefore, the process is called two-step-flow.