Linear models of communication process: Katz and Lazarsfeld Source Message H/ Mass Media A Opinion Leaders H Public From a mass media perspective(with recognition of the prevalence of mass media) Concerned with the (lack of )effect of mass media Emphasizing the two layers of audience(division of audience Realizing the existence and importance of social networks in communication activitiesLinear models of communication process: Katz and Lazarsfeld • From a mass media perspective (with recognition of the prevalence of mass media) • Concerned with the (lack of ) effect of mass media • Emphasizing the two layers of audience (division of audience) • Realizing the existence and importance of social networks in communication activities