Two step flow theory
- 2. In 1944 Paul lazarsfeld, (1901-1976) an American social researcher, Bernard berelson (1912 – 1979) and hazel Gaudete was introduced the two-step flow of communication in the book called “the people’s choice: how the voter makes up his mind in a presidential campaign. New York: Columbia university press”. History
- 3. Introduction The purpose of the study was focused on presidential election campaign and the people decision-making process towards the campaign. All three researchers were wanted to find out practically whether the mass media messages affect direct influence in voting decision among the people. Unexpectedly they found the media messages (like radio and newspapers) are very less influence then an informal, personal communication on voting behavior. Based on this researched data, the two step flow communication theory of mass communication was developed by Katz and Paul lazarsfeld.
- 4. First Opinion leaders get information from a media source Second Opinion leaders then pass the information, along with their interpretation, to others (friends, family, acquaintances, etc.) Two Step Flow Theory The Two-Step Flow Theory claims that the information we receive from the mass media moves in two stages:
- 5. Explanation There are two types of opinion leaders. The first being monomorphic, meaning they are only influential on one topic and the other, Polymorphic which means the leader is influential on a variety of topics. These opinion leader will then pass their own interpretations of the information as well as the actual content the media put out, to opinion receivers/seekers.
- 7. Explanation In Public, Political leader is an opinion leader. Here few people are not influenced by the leader and their political views and thought. These people won’t support opinion leaders and isolated from the population. Katz and Paul seems “the flow of media messages from radio and print to opinion leaders and then the leaders leads the messages to lesser active users in the population”. Through this transformation of message, the leaders may add their opinion on the actual content which may affects the low active users. In some cases the Opinion leaders are filtering the actual content ensures the information is needed by the people. Mostly the opinion leaders are selective and they pass the messages to the group. (Low-end media users: Poor, Worker and People who are not affordable for getting information directly).
- 8. Example Ali watching news in Geo channel they flash the headlines with “research reveals some toys are leads the children’s aggressive and violent”. That day Ali calls her little son and went for shopping and warn her son some toys are not good and made skin allergy which leads her son to avoid those toys. • Opinion leader: Father • Audience: His son • Added information in actual content: Skin allergy
- 9. Focus on flow of influence Audiences are active participants in the communication process and are seen as part of the society Flow of information Flow of influence is intersecting More complex More than two steps in the flow of communication Strengths Limitation
Editor's Notes
- #9: Note: The Opinion leaders have enough voice only in structured social groups not in an isolated individual in the population.