Revisiting Two-Step Flow Theory
The Two-Step Flow Theory, introduced by Lazarsfeld and Katz, posits that information flows from media to
“opinion leaders” and then to the wider audience. However, digital technology is reshaping this power dynamic: while opinion leaders remain central, they are now mediated by algorithms and commercial imperatives.
Opinion Leaders and Power Shifts on Social Media
On platforms like TikTok and Instagram, KOLs (Key Opinion Leaders) interact with audiences via videos and advertisements, extending the core logic of the Two-Step Flow Theory. Yet, algorithms significantly alter the dynamics of information dissemination. For instance, recommendation systems determine which influencers gain visibility, making platforms like YouTube gatekeepers of influence. In the beauty industry, brands select influencers strategically, manufacturing a consensus of taste and style that shapes consumer behavior.
Algorithms as New Opinion Leaders
Algorithms are not neutral tools; they are embedded within power structures. Platforms like Netflix use recommendation engines to shape cultural consumption, creating invisible curatorship. By presenting themselves as neutral, algorithms assume the role of opinion leaders, steering user behavior and preferences. This challenges the Two-Step Flow framework, as it blurs the boundaries between influencers and audiences.
Critical Reflection
While the Two-Step Flow Theory offers a foundation for understanding communication, it overlooks the redistribution of power under platform capitalism. Future studies must integrate digital ethics and data sovereignty to address these emerging dynamics.
References:
• Katz, E., & Lazarsfeld, P. F. (1955). Personal Influence: The Part Played by People in the Flow of Mass Communications.
• Zuboff, S. (2019). The Age of Surveillance Capitalism.
• Gillespie, T. (2018). Custodians of the Internet: Platforms, Content Moderation, and the Hidden Decisions that Shape Social Media.
