The Interpersonal/Mass Communication Interface among Church Leaders

Maxwell McCombs

6 citations0/0 files storedJournal of Communication

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Media Studies and Communication Communication Studies and Media Media, Religion, Digital Communication

Abstract

A major theoretical problem for communication research has been to adequately couple the mass media and interpersonal communication systems. A parsimonious application of the information-seeking viewpoint to this interface suggests the general hypothesis that the information needs generated by interpersonal communication lead to use of the mass media. Examination of the frequency of coorientation and use of mass media on two specific topics by 162 Methodist ministers and laymen provides strong support for the hypothesis.

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1953An approach to the study of communicative acts.1966A Field Test of a Modified "Two-Step Flow of Communication" Model 1968A Test of the Two-Step Flow in Diffusion of a New Product 1970The Two-Step Flow Theory: Cross-Cultural Implications 1964A Revision of the Two-Step Flow of Communications Hypothesis

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2009The Handbook of Journalism Studies 2005A Look at Agenda-setting: past, present and future

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