Which of the following statements is true of the two-step approach to mass communications?
A) The influence of mass media on public opinion is more direct, powerful, and automatic than marketers have supposed.
B) Communications through mass media bypasses opinion leaders and reaches the individual buyers.
C) The two-step flow supports the notion that consumption styles are primarily influenced by a "trickle-down" or "trickle-up" effect from mass media.
D) According to the two-step flow, people interact primarily within their own social groups and acquire ideas from opinion leaders in their groups.
E) Two-step communication suggests that mass communicators should direct messages to groups of buyers who interpret the message and act accordingly.

Question

Quizplus · Accepted Answer

The two-step approach to mass communication suggests that people interact primarily within their own social groups and acquire ideas from opinion leaders in their groups. This means that the influence of mass media is not direct, powerful or automatic, and that communications through mass media do not bypass opinion leaders. Consumption styles are also not primarily influenced by a "trickle-down" or "trickle-up" effect from mass media, as suggested in choice C. Choice B suggests that communications through mass media bypass opinion leaders, which is not true. Choice E suggests that mass communicators should direct messages to groups of buyers, which is not necessarily supported by the two-step approach to mass communication.

Which of the Following Statements Is True of the Two-Step