One of the many media theories that makes many academics question the role of mass media, opinion leaders and opinion followers is the ‘Two Step Flow’ media theory developed by Paul Lazarsfield. According to research conducted by Sprinklr ‘60% of consumers are influenced by social media or a blog post when shopping in stores’. The theory is based around the mass media starting to circulate or influence information which is then passed down to opinion leaders such as influencers or celebrities which is then passed onto their fans and followers which could make them form different opinions. This blog will explain the theory is a detailed and informed way which, will showcase why it is still relevant today.
The ‘Two Step Flow Media Theory’ is a theory that was developed by Lazarsfield which emerged from the studying around voting behaviours and the various voting patterns in the Eyrie Country election in 1940 during a presidential election. This theory suggests that the ‘mass media’ is active in sharing information down to the recipients or consumers of the media which Lazarsfield believes they are passive. Lazarsfield also develops and understanding into how the media is used by mass media agencies to use media as a form of propaganda that influences the secondary group in the theory, the opinion leaders who then influence the opinion recipients. Mass media plays a role in conveying information to the opinion leaders which is then passed to the opinion leaders who will interpret the media product and then pass their views and opinions to try and influence the opinion consumers or recipients. From the mass media to interested and active media consumers who will then pass it on to their family, friends and other acquaintances. An example of this theory in action in the real world would be to imagine a brand-new iPhone is released which happens every year. Youtubers and social media influences with a large following will review the products which is passed down to their followers, after they have read the reviews into the new phone, they will decide whether to buy the phone or not. This scenario clearly demonstrates this theory in practise with two steps to the equation.
In today’s digital age where popular social media influencers and celebrities provide their followers with many opinions this theory is still relevant. The theory clearly demonstrates the way in which mass media outlets provide the initial information to the opinion leaders such as social media influencers who will then pass it onto their fans and supporters. Another part that this media theory showcases is the way in which the mass media will provide information to the opinion leaders that will later maximise profit for their own company or personal gain.
Overall, the ‘Two Step flow media theory’ signposts clearly the way in which the mass media circulates information to the opinion leaders who will then pass it onto their followers. This does not only maximise profit for the media companies but also serves as propaganda for the mass media organisations. Social influence from the mass media and opinion leaders to the opinion recipients is very important for sharing opinions by the media recipients. Could this theory be applied to most media conglomerates in 2025?
References:
Jain, A. and Mallick, D. (2024). 100+ Social Media Marketing Statistics Every Marketer Must Know. [online] Sprinklr.com. Available at: https://www.sprinklr.com/blog/social-media-marketing-statistics/.
