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Evolution and Theories of Communication | 71

or in hierarchical structures of meaning. Retrieval is resorted to in deci-
sion-making and problem-solving situations. For this, certain cues must be
provided. This process of recalling sometimes requires a reconstruction of
events remembered so that the retrieval helps to complete the communica-
tion process.
Whether through the process or semiotics school the subject of com-
munication can be studied through

(a) the models of communication and the basic theories evolved by
sociologists—the issues that communication throws,
(b) the process or flows involved in communication,
(c) the different styles and forms of communication,

(d) the development of communication as a science,
(e) the codes, ground rules, and factors that govern communication,
(f) the findings on the intentions, impact, and effects of different
communications.

Of all the above, the study of communication through models is the most
satisfactory since the theories are generally evolved around the models.

The Two-step Flow of Information
A hypothesis that aroused considerable interest was that the influences stem-
ming from the mass media first reach opinion leaders, who, in turn pass on
what they hear and read to their acquaintances over which they have some
influence.
This hypothesis was proposed by Paul Lazarfeld, Elihu Katz, Bernad
Berelson, and Hazeldaudet and is known as the ‘two step flow of informa-
tion’. These theorists themselves were intrigued by the implications of such
a hypothesis for a demographic society. It meant that the influence of mass
media per se was less automatic and less potent as was generally believed.
Also that opinions and decision-making was more by interaction among the
people themselves. It also meant that the earlier assumption of audience as
a mass of disconnected individuals, who were attuned to the media had to
be modified in view of the two-step flow theory of mass communication,
which implied a society of individuals in perpetual contact with each other
through which mass communication is channeled. Several studies have been
undertaken in the West, which could evaluate the extent to which it has found
confirmation for this theory and the ways in which it has been extended, con-
tracted, and reformulated. It was revealed by these studies that opinion leaders
were generally interested more in the events affecting the lives of the people
like elections, government regulations, etc. There was an even distribution of

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