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Mi-Two Step Flow Theory

The two-step flow theory of media influence proposes that (1) opinion leaders first absorb media messages and adapt them based on their own beliefs, (2) these opinion leaders then pass on altered versions of the messages to others, rather than the media directly influencing audiences. This theory was developed in the 1940s as an alternative to the hypodermic needle model, giving greater emphasis to audience intelligence.

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106 views

Mi-Two Step Flow Theory

The two-step flow theory of media influence proposes that (1) opinion leaders first absorb media messages and adapt them based on their own beliefs, (2) these opinion leaders then pass on altered versions of the messages to others, rather than the media directly influencing audiences. This theory was developed in the 1940s as an alternative to the hypodermic needle model, giving greater emphasis to audience intelligence.

Uploaded by

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Copyright
© © All Rights Reserved
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The two-step flow

Media influence
theory
How did it come about?

Recognising the problems with earlier studies (e.g. the


hypodermic needle theory), Paul Lazarsfeld developed
the two-step flow approach in the 1940s.

Their theory maintains that the media has some effect but
gives greater emphasis to audience intelligence than the
hypodermic needle approach.
Initial evidence

Lazarfeld wrote a study in 1944 about the 1940


Presidential election called The Peoples Choice.

In his research, he concluded that people are more likely


to be influenced by their peers than by the media.

Only 5% of people sampled changed their voting


because of the media messages; messages are
mediated through our social relationships.
How does the theory work?

The theory proposes that media effects work in two


distinct stages:

First, opinion leaders absorb the media message and


adapt it to their own beliefs and values.

Then, in the second stage, these opinion leaders pass


on the slightly altered message to others.
According to the hypodermic needle theory

Mass media Message Audience


According to the two-step flow theory

Audience

Opinion Audience
Mass media Message
leader

Audience
Audience

Opinion Audience
Mass media Message
leader

Audience
Audience

Opinion Audience
Mass media Message
leader

Audience
Audience

Opinion Audience
Mass media Message
leader

Audience
Strengths and weaknesses

Strengths Weaknesses

Acknowledges that audiences are More than two steps in the


part of a society which aects the communication process and flows
flow of information both ways
Some contemporary research

A couple of readings on Moodle:

Who says what to whom on Twitter?

Two-step flow and climate change

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