The 2-step Flow Media Theory and the Election of 2008


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Essay #: 056054
Total text length is 13,596 characters (approximately 9.4 pages).

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The beginning:
The 2-step Flow Media Theory and The Election of 2008
“The side which has the most enthusiastic supporters and which can mobilize grass-roots support in an expert way has great chances of success” (Lazarfeld, Berelson, & Gaudet, 1948, p. 158).
While demographics, media, elections and media theory have changed greatly in the sixty years since Paul Lazarfeld and his associates described their ‘2-step Flow Media Theory,’ several basic elements of the theory can be seen as true for the election of 2008 in which Democratic candidate Barack Obama defeated Republican John McCain.
Much of the research and methodology that went into the 2-Step Flow Media Theory and a number of its conclusions have been discredited or subject to revision since...
The end:
.....eadWriteWeb. Retrieved December 2, 2009, from /social_media_obama_mccain_comparison.php
Lazarfeld, P., Berelson, B., & Gaudet, H. (1948). The people’s choice: How the voter makes up his mind in a presidential campaign. New York, NY: University Press.
Pew Research Center’s Project for Excellence in Journalism. (2009, October 22). Winning the media campaign: How the press reported the 2008 general election. Retrieved December 2, 2009, from
ScienceDaily. (2008, November 1). Social media and presidential election: Impact of YouTube, MySpace. Retrieved December 2, 2009, from