the greek research infrastructure
for social sciences
Social network theory focuses on the role of social relationships in transmitting information, channeling personal or media influence, and enabling attitudinal or behavioral change. Since the 1960s, social network theory has significantly expanded the horizon of media effects research, with increasing application of network analytic methods in various empirical contexts. The two‐step flow of communication hypothesis, the theory of weak ties, and the theory of diffusion of innovations are three major theoretical approaches that integrate network concepts in understanding the flow of mediated information and its effects.
