Who Influenced Whom? Two-Step Flow Theory

The Two-Step of Flow theory has made an impression on the world of mass media. A 1944 study focused on the process of decision-making during a Presidential election campaign. Elihu Katz and Paul F Lazarsfeld in their book Personal Influence: The Part Played By People In The Flow Of Mass Communication expected to find practical support for the direct influence of media messages on voting. They were surprised to discover that personal contacts were mentioned far more frequently than exposure to the radio or a newspaper as sources of influence on voting behaviour. With this data, Katz and Lazarsfeld developed the Two-Step Flow Theory of Mass Communication.The theory suggests that the information provided by media texts does not flow directly from the text into the minds of its audience. Rather, it is filtered through opinion leaders and is then communicated to the public via the media.

The Two-Step Flow Theory suggests that information does not flow from the media text straight to the audience but rather, within that cycle, other people tend to have perspectives that affect the audience. Certain people have considerbal influence over how people gain opinions about specific media texts, such as which films people decide to watch as opposed to the actual film giving them a related opinion. For example, if someone was talking about the Batman films and said that they were amazing, others might also watch the films and have the same opinion. In this case, a Two- Step Flow that associated with the theory has affected the viewers.

To conclude, the Tow-Step Theory  has improved our understanding of how the mass media is associated with decision-making. The theory refined the ability to predict the influence of media messages on audience behavior.

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One thought on “Who Influenced Whom? Two-Step Flow Theory

  1. Pingback: Mass media | ovendk01

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