Research Information System
in: Opportunities and Challenges for Computational Social Science Methods, Enes Abanoz, Editor, IGI Global, Pennsylvania, pp.188-203, 2022
The two-step flow of communication by Paul Lazarsfeld and Elihu Katz is
one of the curial theories in the communication science field. The theory
focused on the mass media message flow in society and showed that message
flowed from opinion leaders to other individuals. Although the study is a
groundbreaking masterpiece in its time, significant developments in the
mathematical models of contagion theory, simulation technique, empirical
data, and digital technologies necessitate a revision of the theory. This chapter
focuses on how computational methods can apply to the two-step flow of
communication theory and how computational approaches can handle the
less valued or non-evaluable dimensions.