TWO STEP FLOW THEORY THE TWO STEP FLOW

TWO STEP FLOW THEORY

THE TWO STEP FLOW • The two-step flow of communication model says that ideas flow from mass media to opinion leaders, and from them to a wider population. It was first introduced by sociologist Paul Lazarsfeld

• The Two Step Flow Theory suggests that opinion leaders pay close attention to the mass media and pass on their interpretation of media messages to others. • Unlike the Hypodermic Needle Theory, The Two Step Flow Theory maintains that audiences are active participants in the communication process.

Opinion leaders • Opinion leaders are individuals or organizations that are able to influence people by their opinion. They are ones that the opinion receivers consider credible and hold high regard for in that particular area. • Opinion leaders could be anyone ranging from your friends, family to famous actors, politicians, websites, CEO etc. • There is often one particular influencer in your family that is a go-to person in terms of a particular product or service. For e. g. , if you are a foodie and your family trusts your taste, they will ask for your opinion before trying out new cuisine. This makes you the Opinion leader in terms of food. Similarly, when masses idolize well known public figures, they also become their opinion receivers. They keenly follow their opinion leaders.

Characteristics Of Opinion Leaders • Opinion leaders are the influencers. They influence the choices and beliefs of their followers towards or against a specific brand, product or service. • They are knowledgeable in their field. • They are respected and trusted by their followers. • Their views carry weight and significance. • They interpret the media messages and put them into context for the wider population. • They have a giving spirit and often share their knowledge with the followers on social media.

• The two-step flow of communication model says that most people form their opinions under the influence of opinion leaders. In contrast to the one-step flow of the hypodermic needle theory, which holds that people are directly influenced by mass media. • according to the two-step flow model, ideas flow from mass media to opinion leaders, and from them to a wider population. Opinion leaders pass on their own interpretation of information in addition to the actual media content.