Mass Media - strengths and weaknesses of Two Step Flow

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  • Recognises that the affects of the mass media are not as direct as models like the HSM suggest
  • Recognises that audiences are not completely passive, rather opinion leaders select, interpret and filter media messages before they reach mass audiences
  • Recognises that media audiences are not a mass of isolated individuals, but that the social groups to which people belong influnece the opinions they hold
  • Recognises that people form their own


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