两级传播理论支点解析

Analyze Fulcrum of Two-step Flow of Communication

"两级传播"理论自20世纪40年代诞生以来一直争议不断。从其理论形成的逻辑起点考察:它研究的重点不是以媒介为中心的信息传播,而是以受众群为主体的个人影响,媒介对受众一般并不产生直接影响,因此,区分"信息流"和"影响流"是准确理解该理论的第一步。从构成其内部诸要素之间相互关系上考察:个人影响是两级传播的核心,它渗透于"初级群体""意见领袖"和"人际传播"这三个重要理论支点中,而这三个理论支点又在传播的环境、传播的动因和传播的路径层面上建构起两级传播的整个系统,在这个意义上,两级传播是关于影响和观点的传播。

Since two-step flow of communication＂ was born in 1940s, it has been controversial. Considering the logic starting of the theory, it focuses on audience as the main body of personal influence rather than centering on the medium of information dissemination . Therefore, the first step of Accurate understanding the theory is to distinguishi＇the flow of information＂and＂the flow of influence. ＂. In studying the relationship of the internal main factors, personal influence is the core of the two-step flow of communication which penetrates in primary groups, opinion leader and interpersonal communication. These three important concepts build up the whole system of two-step flow of communication by the transmission environment, the motivation of communication and the transmission path level. In this sense, two-step flow of communication is about the transmission of influence and ideas.