术语“多级流动传播理论”的详细信息

英译术语:

multistep flow communication theory

汉语语境:

研究结果发现，人际影响比媒介影响更频繁，更有效。大众媒体只能告知和说服一些关键人物，即所谓的意见领袖，由他们再转而在其亲密小团体中扩大这种影响。因而，意见领袖对信息的接受和理解具有决定性意义。在此基础上，拉扎斯菲尔德提出了一种“两级流动传播理论”。之后，迪凯特继续考察了建议者和接受建议者之间的相互关联，进一步提出现代社会的传播过程远远不止是“两级流动”的，而是涉及到多级流动传播的，因此，把“两级流动传播理论”修正为“多级流动传播理论”。

英语语境:

Studies find that interpersonal influence is more frequent and effective than medium impact. Mass media can only inform and persuade some key figures, that is, the so-called opinion leaders, who then spread the information in their small intimate groups. It follows that the opinion leaders decide the general public's acceptance and understanding of the information on media. On this basis, Lazarsfeld proposed the "two-step flow communication theory". Later on, Decatur, according to his investigation on the interrelation between proponents and people who accept the proposals, pointed out that the communication course of the modern society was far beyond "two-step flow", rather, it invovled multistep flow. Therefore, the "two-step flow communication theory" was amended into "multistep flow communication theory".