Two-Step Flow Model

Who created the Two-Step Flow Model?

Katz and Lazarsfeld

What does the Two-Step Flow Model suggest about the audience?

audience are active but influenced by influential opinion leaders rather than directly by media content

What are the two steps to the Two-Step Flow Model?

• opinion leaders are exposed to content and interpret it in a certain way

• opinion leaders then share their interpretation of media content with wider audiences, influencing them

What evidence in the US showed that the Two-Step Flow Model is accurate?

When questioned about the source of views and ideas about a presidential election - more likely to reference informal conversations with friends and associates

• however, on most issues friends and associates must have received those views and ideas from the media themselves

How could the Two-Step Flow Model be supported?

acknowledges how opinion leaders are not one simple group - in new media everyone who engages online could be seen as an opinion leaders

How could the Two-Step Flow Model be criticised?

considers audiences as passive to an extent - ignores free will of people to choose their opinion leaders and change their minds on their opinion leaders