Multistep Flow of Communication: Evolution of the Paradigm

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review


Abstract Several models have attempted to describe how messages, images, information, and influence flow from the mass media to the public. These models also suggest the existence of direct flow, two-step flow, and multistep flow. The evolution of these models was the result of empirical traditions as well as changing media technologies and platforms. This entry reviews the emergence of these models and their current state in the online era.
Original languageEnglish
Title of host publicationThe International Encyclopedia of Media Effects
Place of PublicationNew York
PublisherJohn Wiley & Sons, Ltd
Number of pages10
ISBN (Print)9781118783764
StatePublished - 2017


  • communication networks
  • communication theory
  • media and society
  • media theory
  • models of communication


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