اللغة الأجنبية

introduction
The two-step flow of communication hypothesis was first introduced by Paul Lazarsfeld,
Bernard Berelson, and Hazel Gaudet in The People's Choice, a 1944 study focused on the
process of decision-making during a Presidential election campaign. These researchers
expected to find empirical support for the direct influence of media messages on voting
intentions. They were surprised to discover, however, that informal, personal contacts were
mentioned far more frequently than exposure to radio or newspaper as sources of influence
on voting behavior. Armed with this data, Katz and Lazarsfeld developed the two-step flow
theory of mass communication.