Abstract
The “two‐step flow” theory of mass communication may be thought of simply as the practice of informing opinion leaders, who in turn relay the information to the larger audience. Discussion of and research into this principle is a preoccupation of many social scientists today, and is one of the most fruitful areas on the frontiers of mass communication research. Previous articles in the Journal on this topic have included “Broadcast vs. Personal Sources of Information in Emergent Public Crises: The Presidential Assassination,” by Harold Mendelsohn, “Mass Media vs. Personal Sources of Information about the Presidential Assassination: A Comparison of Six Investigations” by Stephen P. Spitzer, and a “Comment on Spitzer's ‘. . . A Comparison of Six Investigations'” by Harold Mendelsohn.
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