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إغلاق

وفّر 5٪ من خلال الاشتراك السنوي في مجرة واحصل على تصفح لا محدود لأفضل محتوى عربي على الإنترنت.

مجرة
هارفارد بزنس ريفيو
إم آي تي تكنولوجي
العلوم للعموم
نفسيتي
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الاستمرار بالحساب الحالي

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المفاهيم الإدارية

نظرية تدفق الاتصال ذو الخطوتين

نظرية تدفق الاتصال ذو الخطوتين

نظرية تدفق الاتصال ذو الخطوتين (Two Step Flow Theory): نظرية اقترحها الباحثان "بول لازارسفيلد" و"إليهو كاتس" (Paul Lazarsfeld and Elihu Katz)، وهي نظرية خاصة بقيادة الرأي العام تقوم على فكرة أن الحصول على المعلومات من وسائل الإعلام تتم عبر مرحلتين: الأولى وهي نقل المعلومات إلى قادة الرأي، والثانية نقل المعلومات من قادة الرأي للجمهور مع إضافة تصوراتهم وآرائهم وقناعاتهم الخاصة.

ساهمت هذه النظرية في تطوير مفهوم كيفية تأثير وسائل الإعلام الجماهيرية كالتلفزيون في طريقة اتخاذ القرارات لدى الجمهور.

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