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Social Science Computer Review, 0894439314556599. (1955) Personal influence: The part played by people in the flow of mass communications, The Free Press, New York. Croteau, D. Instead, interpersonal connections and even selective exposure play a larger role in influencing the public in the modern age.[10]. ^ a b D. Katz, E., Lazarsfeld, P.F. These leaders essentially take in the media’s information, and explain and spread the media’s messages to others.[9]. Belmont: Wadsworth Publishing. ^ cf. Essentials of Mass Communication Theory. & Lazarsfeld, P.F. Belmont: Wadsworth Publishing. (1979). More recently, the use of big data analytics to identify user preferences and to send tailor-made messages to individuals led back to the idea of a one-step flow of communication, which is in principle similar to the hypodermic needle model.[11] The difference is that today’s massive databases allow for the mass customization of messages. p. ^ Bennett, W. (Eds.).

 

Lazarsfeld discovered that the majority of the public remained unfazed by propaganda surrounding Roosevelt’s campaign. Davis, D.K. The model was originally rooted in 1930s behaviorism and largely considered obsolete for a long time, while big data analytics based mass customization has led it a modern revival of the basic idea. ^ Arthur Asa (1995). & Baron, S.J. Main article: Two-step flow of communication. L., & Manheim, J. Londres: SAGE Publications. Two-step flow model ^ Katz, E. (1995). ^ “The Two-Step Flow of Communication: An Up-To-Date Report on an Hypothesis”. Tankard (1979). The People’s Choice: How the Voter Makes Up His Mind in a Presidential Campaign. Thus, the two step flow model and other communication theories suggest that the media does not directly have an influence on viewers anymore. This article needs additional citations for verification. c5cfac679b

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