Two-Step Flow of Information Approach: Media Use, Political Advertising, and Interpersonal Communication in the 2012 Parliamentary Elections in Kuwait

DOI: 10.5176/2301-3710_JMComm13.36

Authors: Anastasia Kononova and Mohammad Akbar Ashkanani

Abstract:
A survey (N=425) explored how Kuwaiti nationals used traditional and new media as a source of political information and advertising, along with interpersonal communication, during two parliamentary elections in Kuwait in 2012. Two-step flow of information was used in the study as a theoretical framework to explore the relationships between opinion leadership, media use, political advertising, face-to-face communication, and voting decisions.

Keywords: two-step flow of information, media use, political advertising, opinion leaders, Kuwait, voting