One step flow theory

States that mass media channels communicate directly to the mass audience, without the massage passing through opinion leaders; the massage does not equally reach all receivers , nor does it have the same effects on each( Troldahl 1967 ).

The one step flow theory probably results from a refinement of the hypodermic needle theory.

But the one step model recognizes:

• The media are not all powerful;
• The screening aspects of the selective exposure , perception and retention affect message impact,
• Different effect occurs for various members of the receiving audience.