Two Step Flow of Communication (active consumption)

 Paul Lazarfeld recognised that a simple, linear model may not be sufficiently complex to understanding the relationship between message sent > message received.

Two-Step Flow: – The two-step flow of communication model says that most people form their opinions under the influence of opinion leaders, who in turn are influenced by the mass media.

Active consumption: The idea that people engage with the media, causing them to purchase the product.