Interpersonal Influence in Election Campaigns: Two Step-Flow Hypotheses

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Abstract
Research subsequent to the classic statement of a two-step flow-of-infiuence hypothesis 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 election 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 interpersonal 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.

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