What is the Two-Step Flow Theory in communication, and how does it propose that mass media messages influence the public?

Answered on : 2024-01-23

Sources

Two-step flow model of communication | Mass Media ...

britannica.com

Is two-step flow theory still relevant for social media research?

matei.org

Message Sources, Opinion Leaders and Normal Agents

researchgate.net

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The Two-Step Flow Theory suggests that instead of mass media directly influencing the masses, messages first pass through "Opinion Leaders" who interpret and share them with the public [1]. This theory, proposed by Katz in 1957, highlights two key elements: opinion leaders influenced by mass media messages and their subsequent influence on the general public [2].

1. **Process Overview:**

- Mass media content reaches active media users, termed "opinion leaders."

- Opinion leaders interpret and diffuse the message to the wider public [1] [2].

2. **Influence Dynamics:**

- Normal agents' opinions are shaped by these opinion leaders in a two-step process [3].

- Broadcast signals are filtered through well-connected opinion leaders before reaching the majority [4].

3. **Contemporary Relevance:**

- The theory's concept aligns with current ideas of personalized content and algorithms [6].

Understanding this two-step process is crucial for grasping the nuanced ways in which mass media shapes public opinion [1] [2] [3] [4] [6].