Two-Step Flow theory analysis

• Introduction

In our daily lives, information is constantly hitting our brains and changing our trajectories. Do you know how this information is changing our thinking and behaviour with the help of digital media tools? This is why Paul Lazarsfeld, Bernard Berelson and Hazel Gaudet came up with the ‘Two-Step Flow theory’ in 1940. This theory is a significant concept in the field of mass media and communication. It highlighted the impact of the role of communication and how mass communication has changed the winds of public opinion.

• Definition

The ‘Two-Step Flow theory’ proposes that the flow of communication is not a direct process, but rather a two step process that involves opinion leaders. The theory is that information from various media is not directly transmitted to the public, but is first shaped by the role of opinion leader before being disseminated to the wider public.

So we can see that image, The basic premise of the ‘Two-Step Flow theory’ is that opinion leaders play a crucial role in shaping public opinion and attitudes. Opinion leaders are individuals who are influential within their social networks and who are trusted by those around them.They are more likely to be exposed to media messages, and they engage in discussions and debates about these messages within their social networks.

To tie in with the rest of my blog, I’ve drawn my own diagram that I hope will better help understand two-step flow theory.

The ‘Two-Step Flow theories’, depicting how media influences opinion leaders who further shape public perceptions, are pivotal in understanding social and cultural development. They explain our behavioral patterns and consumer attitudes, illustrating the influential role of media not just via one-way communication, but more significantly, through this two-step flow, hence affecting the social realm. The inclusion of cultural industries aids in comprehending these theories in day-to-day life.

So what environment as well as context can the Two-Step Flow theory be applied to?

(1) Social Movements

Social media’s widespread popularity allows individuals access to various digital interfaces, aiding in the promotion of social activities and Information distribution. When social movements gain momentum, traditional mass media complement the cause by becoming powerful tools for spreading slogans and mobilizing support. In the “Arab Spring”, opinion leaders used Facebook and Twitter to mobilize and communicate their messages. These leaders encompass bloggers, activists, journalists, and political figures, such as Wael Ghonim and Lina Ben Mhenni, who shaped public opinion and coordinated the protests.

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(2) Advertising and Marketing

Obviously, the ‘Two-Step Flow theory’ can also be used to analyze advertising and marketing strategies. Influencers at this time are brand advocates and advocates, and they play an important role in disseminating product information and influencing consumers’ purchasing power.

We can learn about thinking at the beginning of this video below:

• summaries

All of the above is responding to the phrase: Media is active and recipients are passive. We can also see these critiques at the end of the video above: some people think that the ‘Two-Step Flow theory’ may be oversimplifies how people receive information, as not all individuals rely on opinion leaders for guidance on what to think. Nevertheless, the theory is still credible for use in the future.

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• References

Katz, E. (1957). The Two-Step Flow of Communication: An Up-To-Date Report on an Hypothesis. Public Opinion Quarterly, 21(1), 61-78. Available at: <https://doi.org/10.1086/266687> [Accessed 21 October 2023]

Khazraee, E., & Novak, A. N. (2018). Digitally Mediated Protest: Social Media Affordances for Collective Identity Construction. First published online March 19, 2018. Available at: <https://journals.sagepub.com/doi/10.1177/2056305118765740> [Accessed 22 October 2023]