Abstract
The diffusion of news tradition in past communication research highlights the key role of word‐of‐mouth interpersonal channels in the spread of information. This article investigates the process through which news about a mysterious event with ‘divine’ undertones diffused in India in September 1995. Our study suggests that the ‘dying’ news diffusion research tradition can be kept alive by exploring new independent and dependent variables and by using methodological triangulation.
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