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ABSTRACT

Having as starting point “two steps flow” and “personal influence” theories from the fifties and sixties, the current study compares the psycho-social climate and media phenomena with the current state of facts. The author made this study based on questionnaires designed to follow the communicational behavior in the family and age groups in the case of students and their families. The information practices, the interest for politics, the politics’ influence or lack of, the media products consumption and the utilization of new media have been considered. The results is that the perspective on the above mentioned theories must be changed in the conditions of direct access to information through multiple channels. In these conditions the leader’s role and personal influence are functioning in a different way.

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