1. Explain the role of the "two-step flow" in diffusion theory.

Man has forever struggled against the forces of chaos, trying to make order from disorder, and shedding light on the unknown. For mankind this is an unending, but essential struggle. We vanquish the dark and shed light on an enigmatic world, with the aid of theories. One such theory which gains insight on human communication in relation to persuasion, is the two-step flow. The two-step flow plays a valuable role in our understanding of diffusion theory.

Diffusion theory concentrates on how ideas or products are presented and dispersed throughout the masses. This theory is threefold. First, the theory emphasizes how the masses are introduced to the media. Second, it focuses on how the masses utilize the information presented by the media. Finally, it examines the individual characteristics of people within the mass. Two step-flow developed as a result of researchers' attempt to analyze the specific impact that friends and family have upon the messages of the media. Diffusion theory seeks to understand how a message presented by the media or any other source, becomes scattered and intermingles between individuals

The first motive of the gratification theory is that the audience seeks surveillance from the media. The audience wants to be updated, and know what going on in the world around them. The audience consumes the media, because the media surveys newsworthy events which may impact or have interest to the audience. It is a way for the audience to gain insight and knowledge concerning their surroundings.

The second motive is for decision making. The audience desires to say informed about events. The more information the audience receives, the better they can construct a decision. For example, would I want to make the decision to send my child to a school that habitually has shootings?

The fifth motive is entertainment. The masses utilize the media to amuse themselves or divert their attention to alleviate concerns. In this since the individual takes an inactive yet active role in the communication process. We consume media to gratify the need for mental relaxation. For instance, watching the comical sitcom, The Simpson's, after a hard day of work.

actual group productivity = potential productivity - losses due to process.

4. Explain what Ivan Steiner means by the following mathematical equation:

Some common words found in the essay are:
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Approximate Pages = 20 (250 words per page double spaced)