ERIC Number: ED048770
Record Type: RIE
Publication Date: 1971-Apr
Reference Count: 0
Dissemination of High Value Mass Media International News to the College Student Audience.
Bittner, John R.; Hunt, Gary
The "two-step flow" theory of mass communication posits that people are less influenced by the mass media themselves than by those who watch the mass media. Hypotheses were that the two-step flow would predominate in the dissemination of four major news events among college students and that the students' most frequent "source" of knowledge for each of these events would be another person. Results of a poll, using students attending basic communications classes as a sample, did not support these hypotheses. For each event, at least 50% of the sample learned of the event directly from radio or television. One reason for this finding may have been that each of the events was disclosed during "prime time," instead of a period when students were in class. It is concluded that the use of broadcast media during prime time is an effective way to reach college students. (JK)
Publication Type: N/A
Education Level: N/A
Authoring Institution: Purdue Univ., Lafayette, IN. Dept. of Communication.
Note: Paper presented at the International Communication Association Annual Conference (Phoenix, Arizona, April 22-24, 1971)