Interpersonal Influence in Election Campaigns: Two Step-Flow Hypotheses

Abstract

Research subsequent to the classic statement of a two-step flow-of-influence hy- pothesis has isolated a number of inaccuracies in the hypothesis as originally formulated. Analysis of a question series on interpersonal influence, included in the 1968 national elec- tion study of the Center for Political Studies, reveals further difficulties with the hypothesis. These analyses further suggest the existence of two distinct patterns of mass media and in- terpersonal influence at work in separate segments of the electorate. One process operates solely through interpersonal channels, in which the mass media's role is unclear. The second proceeds directly through exposure to the mass media, particularly newspapers. Some ways in which the study results are consistent with the original hypothesis are discussed. John P. Robinson is Professor of Communication and Director of the Communication Research Center at Cleveland State University. The research in this article was made pos- sible originally by a grant from the Ford Foundation. Subsequent analysis was made pos- sible by a grant from the John and Mary Markle Foundation. The author is indebted to Paul Hirsch, Everett Rogers, Dennis Davis, Donald Warren, Philip Converse, and Warren Miller for their encouragement and helpful suggestions on earlier draft manuscripts. POQ 40 (1976) 304-319