Question

The "Model of Communication" as given by Katz & Lazarsfeld (1955) has following elements; arrange them in correct sequence:
(A). Source
(B). Message
(C). Mass Media
(D). Opinion Leader
(E). Public
Choose the correct answer from the options given below:

• A. (A), (B), (C), (D), (E)
• B. (A), (C), (B), (D), (E)
• C. (A), (C), (D), (E), (B)
• D. (A), (D), (E), (C), (B)

Hint:

The Two-Step Flow model highlights that mass media messages do not reach everyone directly. Instead, they flow first to Opinion Leaders, who then filter and pass them on to the General Public.

Answer 1

The Correct Option is A

Step 1: Understanding the Concept:
Elihu Katz and Paul Lazarsfeld introduced the Two-Step Flow of Communication model in 1955.
This model challenged the older "Hypodermic Needle" model (which assumed that mass media messages affect audiences directly and uniformly) by showing that information flows through intermediaries.

Step 2: Detailed Explanation:
The Two-Step Flow model maps communication through the following sequence:
-

Step 1: Information flows from the original Source (A) via the Message (B) through the Mass Media (C) to local influencers.
- These active media users, known as Opinion Leaders (D), decode and interpret the information.
- They then pass the information along, along with their own interpretations, to the less active Public (E) (or followers) through personal influence.
Therefore, the correct chronological and sequential order is:
Source (A) $\rightarrow$ Message (B) $\rightarrow$ Mass Media (C) $\rightarrow$ Opinion Leader (D) $\rightarrow$ Public (E).
This matches the sequence (A), (B), (C), (D), (E).

Step 3: Final Answer:
The correct option is (A).