To look at two step flow theory (which I’ll refer to as TSFT throughout this blog) properly, we need to define it. Thus, we introduce Paul Lazarsfeld, a key theorist who created the two step flow theory model.
Two Step Flow Theory: A theory of communication that proposes that interpersonal communication has a far stronger effect on shaping public opinion than mass media outlets.
Postelnicu, Monica. (2016) Two-step flow model of communication.
Paul Lazarsfeld, alongside Bernard Berelson and Hazel Gaudet looked at TSFT, and researched the 1940’s US presidential election, particularly looking at voters’ decision making process.
When we look at TSFT, Lazarsfeld (1968, p. 151) states: “a special role in the network of personal relationships is played by the ‘opinion leaders'”. Their theory was that information is picked up by these “opinion leaders”, who are active media users, who then diffuse the meaning of media messages, of which this information is then passed on to less active members of the public. (Postelnicu, 2016)
Lazarsfeld, Berelson and Gaudet depicted that most of the voters in the election got their information from others who read about the campaign in the newspapers, and not directly from the media. They concluded that word of mouth transmission of information plays an important role in the communication process, and that mass media only has a limited influence on most people.
To simplify TSFT – “opinion leaders”, who actively use the media, consume the media content. They then interpret the content, and pass it onto others. The audience receives this media, and form opinions based off of the opinion leaders.
He further states that “opinion leaders were often not people of significant social standing either; anyone well-informed could be an opinion leader, regardless of career” (Lazarsfeld,1968, p. 23).
So, how can this be applied to contemporary media?
When we look at modern day media, TSFT is all around us. Lazarsfeld, Berelson and Gaudet’s theory is still applied to every day life.
For example, TikTok. Someone may see an advertisement on TikTok for something, but they won’t pay much attention to it. When they see their favourite influencer with that product however, they’ll be prompted to buy it more and will share the post with their friends. While the advertisement didn’t have an impact on them, their influencer does; the influencer playing the part of the “opinion leader”.
We can see this through the TikToker, Fidan. While she isn’t a celebrity, she is still an “opinion leader”, her videos are centered around her making her lunch or dinners as a lawyer. In this particular video, you see her with a salad bowl. The video has over 6.8M views. She makes the salad bowl look great – transportable, appetising, fun, etc. Then you compare it to the advertisement, a salad bowl video with minimal views? Doesn’t seem worth it – but Fidan makes it worth it. You can also see in the TikTok below she advertises it, and it has 155k views.
Though “put a lid on it” isn’t a popular brand, they still play the role of the mass media in this scenario. Their videos will still appear on the “for you page” on someone’s TikTok, whether it’s a popular video or not. TSFT helps us to understand consumer behaviour, and manipulate it to our advantage.
References:
Lazersfeld, Paul, Bernard Berelson, and Hazel Gaudet. (1968) The People’s Choice. Third edition. Columbia University Press.
Postelnicu, Monica. (2016) Two-step flow model of communication. Encyclopedia Britannica. Available at: https://www.britannica.com/topic/two-step-flow-model-of-communication
Hi, it’s Jack here!
First of all, I like how you used simple words and ways to explain the “two-step flow theory”, which helps me understand this theory, as well as quoting the original theorist’s quotes that were on point.
The word “opinion leaders” and the study of voting behaviours by Lazarsfeld gave me a strong stereotyping and assumption that the one who always influences or in-depth, the one who plays the influence part among people in the “two-step flow theory” will always be the political leaders or a person with great status and authority. However, you quoted, “opinion leaders were often not people of significant social standing either; anyone well-informed could be an opinion leader, regardless of career” (Lazarsfeld,1968, p. 23), and using a TikTok influencer as an example, which is greatly supported this quote from the original theorist and change my mind.
An excellent example of comparison and contrast between the origin – the salad bowl’s advertisement and Fidan, demonstrated that the “media” – the salad bowl’s advertisement is not always the one who influences the public directly or successfully, but the “opinion leader” – Fidan, can influence the public with unexpected and efficient effects.
Overall, it’s a great blog!