The Two-Step Flow Theory was given by Paul Lazarsfeld.
According to the Two-Step Flow Theory, media does not directly affect people as there is no direct contact between them. Thus media effect is actually mediated by a third party which passes it on to the audience.
Lazarsfeld argued that human beings belong to two categories: Opinion leaders and Opinion followers. Opinion leaders are those who receive the media content first and interpret it in keeping with their beliefs and value systems. Then the recreated product is passed on to opinion followers (people who are not in direct contact with the media).
This theory states that content flow takes place in two steps.
In the first step the media message reaches the opinion leaders.
In the second step the media messages are passed on to the public. Thus we see that information comes first to the opinion leaders who then convey the subject to the common man. For instance, a large number of news stories reach news bureaus and newsrooms through their staff who are placed worldwide. However not every news item that is received is relayed or printed. The news editor decides what news is important and what needs to be published and it is this information that reaches the opinion followers.
This theory has been discredited by modern thinkers as the advent of 24 X 7 Television Channels have resulted in most people getting first-hand account of events, news etc. Now a days, TV audiences watch events at the same time as the mediators and thus are able to make their own judgments even before the opinion leaders.
An example of the Two Step Flow Theory and its influence today:
Bloggers and Influencers play the role of Opinion Leaders convincing the audience to purchase/try products. This the influence of these bloggers and influencers on the minds of the target audience increases sales as the audience is convinced and makes the purchase.
According to the Two-Step Flow Theory, media does not directly affect people as there is no direct contact between them. Thus media effect is actually mediated by a third party which passes it on to the audience.
Lazarsfeld argued that human beings belong to two categories: Opinion leaders and Opinion followers. Opinion leaders are those who receive the media content first and interpret it in keeping with their beliefs and value systems. Then the recreated product is passed on to opinion followers (people who are not in direct contact with the media).
This theory states that content flow takes place in two steps.
In the first step the media message reaches the opinion leaders.
In the second step the media messages are passed on to the public. Thus we see that information comes first to the opinion leaders who then convey the subject to the common man. For instance, a large number of news stories reach news bureaus and newsrooms through their staff who are placed worldwide. However not every news item that is received is relayed or printed. The news editor decides what news is important and what needs to be published and it is this information that reaches the opinion followers.
This theory has been discredited by modern thinkers as the advent of 24 X 7 Television Channels have resulted in most people getting first-hand account of events, news etc. Now a days, TV audiences watch events at the same time as the mediators and thus are able to make their own judgments even before the opinion leaders.
An example of the Two Step Flow Theory and its influence today:
Bloggers and Influencers play the role of Opinion Leaders convincing the audience to purchase/try products. This the influence of these bloggers and influencers on the minds of the target audience increases sales as the audience is convinced and makes the purchase.
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