{"id":5189,"date":"2026-10-12T18:30:00","date_gmt":"2026-10-12T11:30:00","guid":{"rendered":"https:\/\/dykhoa.com\/blog\/?post_type=thuat_ngu&#038;p=5174"},"modified":"2026-10-14T07:48:07","modified_gmt":"2026-10-14T00:48:07","slug":"thuyet-dong-chay-hai-buoc-two-step-flow-theory","status":"publish","type":"thuat_ngu","link":"https:\/\/dykhoa.com\/blog\/thuat-ngu\/thuyet-dong-chay-hai-buoc-two-step-flow-theory\/","title":{"rendered":"Thuy\u1ebft d\u00f2ng ch\u1ea3y hai b\u01b0\u1edbc (Two-step Flow Theory) l\u00e0 g\u00ec?"},"content":{"rendered":"<p><strong>Thuy\u1ebft d\u00f2ng ch\u1ea3y hai b\u01b0\u1edbc (two-step flow of communication)<\/strong> l\u00e0 m\u1ed9t trong nh\u1eefng gi\u1ea3 thuy\u1ebft kinh \u0111i\u1ec3n c\u1ee7a nghi\u00ean c\u1ee9u truy\u1ec1n th\u00f4ng th\u1ebf k\u1ef7 20. Thay v\u00ec ch\u1ec9 xem x\u00e9t t\u00e1c \u0111\u1ed9ng tr\u1ef1c ti\u1ebfp c\u1ee7a truy\u1ec1n th\u00f4ng \u0111\u1ea1i ch\u00fang l\u00ean t\u1eebng c\u00e1 nh\u00e2n, gi\u1ea3 thuy\u1ebft n\u00e0y \u0111\u01b0a c\u00e1c m\u1ed1i quan h\u1ec7 gi\u1eefa ng\u01b0\u1eddi v\u1edbi ng\u01b0\u1eddi v\u00e0o vi\u1ec7c gi\u1ea3i th\u00edch c\u00e1ch \u00fd t\u01b0\u1edfng lan truy\u1ec1n (Katz, 1957).<\/p>\n<h2>B\u1ea3n ch\u1ea5t v\u00e0 \u0111\u1ecbnh ngh\u0129a h\u1ecdc thu\u1eadt<\/h2>\n<p>Gi\u1ea3 thuy\u1ebft \u0111\u01b0\u1ee3c n\u00eau trong nghi\u00ean c\u1ee9u v\u1ec1 m\u1ed9t cu\u1ed9c b\u1ea7u c\u1eed t\u1ed5ng th\u1ed1ng M\u1ef9 c\u1ee7a Lazarsfeld v\u00e0 cs. (1944): \u00fd t\u01b0\u1edfng th\u01b0\u1eddng \u0111i t\u1eeb ph\u00e1t thanh v\u00e0 b\u00e1o in \u0111\u1ebfn <em>nh\u1eefng ng\u01b0\u1eddi d\u1eabn d\u1eaft d\u01b0 lu\u1eadn (opinion leaders)<\/em>, r\u1ed3i t\u1eeb h\u1ecd \u0111\u1ebfn nh\u1eefng nh\u00f3m d\u00e2n c\u01b0 \u00edt ch\u1ee7 \u0111\u1ed9ng h\u01a1n. Katz v\u00e0 Lazarsfeld (1955) ph\u00e1t tri\u1ec3n \u00fd t\u01b0\u1edfng n\u00e0y trong cu\u1ed1n <em>Personal Influence<\/em>. Khi t\u1ed5ng k\u1ebft c\u00e1c nghi\u00ean c\u1ee9u ki\u1ec3m ch\u1ee9ng ti\u1ebfp theo, Katz (1957) k\u1ebft lu\u1eadn gi\u1ea3 thuy\u1ebft ban \u0111\u1ea7u nh\u00ecn chung \u0111\u01b0\u1ee3c \u1ee7ng h\u1ed9 v\u00e0 \u0111\u01b0\u1ee3c tinh ch\u1ec9nh \u0111\u00e1ng k\u1ec3.<\/p>\n<h2>B\u1ed1i c\u1ea3nh v\u00e0 \u1ee9ng d\u1ee5ng th\u1ef1c ti\u1ec5n<\/h2>\n<p>C\u00e1c nghi\u00ean c\u1ee9u sau \u0111\u00f3 cho th\u1ea5y d\u00f2ng ch\u1ea3y th\u00f4ng tin ph\u1ee9c t\u1ea1p h\u01a1n hai b\u01b0\u1edbc. Theo van den Ban (1964), ch\u00ednh Katz ghi nh\u1eadn r\u1eb1ng ph\u1ea7n l\u1edbn ng\u01b0\u1eddi d\u1eabn d\u1eaft d\u01b0 lu\u1eadn ch\u1ecbu \u1ea3nh h\u01b0\u1edfng ch\u1ee7 y\u1ebfu kh\u00f4ng ph\u1ea3i t\u1eeb truy\u1ec1n th\u00f4ng \u0111\u1ea1i ch\u00fang m\u00e0 t\u1eeb nh\u1eefng ng\u01b0\u1eddi kh\u00e1c, ngh\u0129a l\u00e0 th\u00f4ng tin c\u00f3 th\u1ec3 \u0111i qua nhi\u1ec1u b\u01b0\u1edbc. V\u1edbi ng\u01b0\u1eddi l\u00e0m truy\u1ec1n th\u00f4ng, gi\u1ea3 thuy\u1ebft g\u1ee3i \u00fd r\u1eb1ng hi\u1ec7u qu\u1ea3 c\u1ee7a th\u00f4ng \u0111i\u1ec7p ph\u1ee5 thu\u1ed9c c\u1ea3 v\u00e0o nh\u1eefng cu\u1ed9c tr\u00f2 chuy\u1ec7n gi\u1eefa ng\u01b0\u1eddi v\u1edbi ng\u01b0\u1eddi, ch\u1ee9 kh\u00f4ng ch\u1ec9 v\u00e0o k\u00eanh ph\u00e1t \u0111i.<\/p>\n<h2>V\u00ed d\u1ee5 minh ho\u1ea1 th\u1ef1c t\u1ebf<\/h2>\n<p>D\u1ef1a tr\u00ean kh\u1ea3o s\u00e1t n\u00f4ng d\u00e2n \u1edf ba c\u1ed9ng \u0111\u1ed3ng t\u1ea1i H\u00e0 Lan v\u1ec1 c\u00e1c ph\u01b0\u01a1ng ph\u00e1p canh t\u00e1c m\u1edbi, van den Ban (1964) \u0111\u1ec1 xu\u1ea5t \u0111i\u1ec1u ch\u1ec9nh gi\u1ea3 thuy\u1ebft: c\u1ea3 ng\u01b0\u1eddi d\u1eabn d\u1eaft d\u01b0 lu\u1eadn l\u1eabn ng\u01b0\u1eddi \u0111i theo \u0111\u1ec1u ch\u1ecbu \u1ea3nh h\u01b0\u1edfng c\u1ee7a truy\u1ec1n th\u00f4ng \u0111\u1ea1i ch\u00fang v\u00e0 c\u1ee7a ti\u1ebfp x\u00fac c\u00e1 nh\u00e2n. N\u00f4ng d\u00e2n th\u01b0\u1eddng bi\u1ebft \u0111\u1ebfn ph\u01b0\u01a1ng ph\u00e1p m\u1edbi qua b\u00e1o \u0111\u00e0i, nh\u01b0ng quy\u1ebft \u0111\u1ecbnh \u00e1p d\u1ee5ng ch\u1ee7 y\u1ebfu ch\u1ecbu \u1ea3nh h\u01b0\u1edfng c\u1ee7a ti\u1ebfp x\u00fac c\u00e1 nh\u00e2n. Khi c\u1ea7n th\u00f4ng tin g\u1ea5p, h\u1ecd t\u00ecm \u0111\u1ebfn ng\u01b0\u1eddi am hi\u1ec3u nh\u1ea5t, th\u01b0\u1eddng c\u00f3 \u0111\u1ecba v\u1ecb x\u00e3 h\u1ed9i cao; c\u00f2n v\u1edbi ph\u1ea7n l\u1edbn \u00fd t\u01b0\u1edfng m\u1edbi, h\u1ecd ti\u1ebfp nh\u1eadn qua tr\u00f2 chuy\u1ec7n th\u01b0\u1eddng ng\u00e0y v\u1edbi ng\u01b0\u1eddi c\u00f9ng \u0111\u1ecba v\u1ecb.<\/p>\n<h2>Nh\u1eefng \u0111i\u1ec3m l\u01b0u \u00fd quan tr\u1ecdng<\/h2>\n<ul>\n<li>\u1ea2nh h\u01b0\u1edfng kh\u00f4ng ch\u1ec9 \u0111i m\u1ed9t chi\u1ec1u t\u1eeb ng\u01b0\u1eddi d\u1eabn d\u1eaft d\u01b0 lu\u1eadn xu\u1ed1ng c\u00f4ng ch\u00fang; ch\u00ednh ng\u01b0\u1eddi d\u1eabn d\u1eaft d\u01b0 lu\u1eadn c\u0169ng ch\u1ecbu \u1ea3nh h\u01b0\u1edfng t\u1eeb ng\u01b0\u1eddi kh\u00e1c (van den Ban, 1964).<\/li>\n<li>Gi\u1ea3 thuy\u1ebft ra \u0111\u1eddi trong th\u1eddi k\u1ef3 b\u00e1o in v\u00e0 ph\u00e1t thanh; khi \u00e1p d\u1ee5ng cho m\u1ea1ng x\u00e3 h\u1ed9i hay ti\u1ebfp th\u1ecb qua ng\u01b0\u1eddi c\u00f3 \u1ea3nh h\u01b0\u1edfng, c\u1ea7n ki\u1ec3m ch\u1ee9ng l\u1ea1i b\u1eb1ng d\u1eef li\u1ec7u m\u1edbi thay v\u00ec m\u1eb7c nhi\u00ean coi l\u00e0 \u0111\u00fang.<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Thuy\u1ebft d\u00f2ng ch\u1ea3y hai b\u01b0\u1edbc (two-step flow) l\u00e0 g\u00ec? Vai tr\u00f2 ng\u01b0\u1eddi d\u1eabn d\u1eaft d\u01b0 lu\u1eadn, ngu\u1ed3n g\u1ed1c t\u1eeb Lazarsfeld v\u00e0 Katz, v\u00e0 nh\u1eefng \u0111i\u1ec1u ch\u1ec9nh v\u1ec1 sau.<\/p>\n","protected":false},"author":1,"featured_media":0,"template":"","nhom_thuat_ngu":[477],"class_list":["post-5189","thuat_ngu","type-thuat_ngu","status-publish","hentry","nhom_thuat_ngu-marcom-imc"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Thuy\u1ebft d\u00f2ng ch\u1ea3y hai b\u01b0\u1edbc (Two-step Flow Theory) l\u00e0 g\u00ec? - Dy Khoa Blog<\/title>\n<meta name=\"description\" content=\"Thuy\u1ebft d\u00f2ng ch\u1ea3y hai b\u01b0\u1edbc (two-step flow) l\u00e0 g\u00ec? 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