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Two-Step Flow Theory

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Two-Step Flow Theory

  1. 1. Two-Step Flow<br />New Media Theories and Applications<br />
  2. 2. History<br />Hypothesis introduced by Paul Lazarsfeld, Bernard Berelson, and Hazel Gaudet<br />Katz and Lazarsfeld developed the theory<br />
  3. 3. Breakdown <br />Two steps:<br />First—Opinion Leaders get information from a media source<br />Second—Opinion Leaders then pass the information, along with their interpretation, to others (friends, family, acquaintances, etc.)<br />
  4. 4. Model<br />
  5. 5. Opinion Leaders<br />Pay close attention to mass media and message<br />Influential<br />Similar to those they influence<br />
  6. 6. The “Influentials”<br />Not real informed by the media<br />Look up to the opinion leaders<br />
  7. 7. Examples<br />Elections (decision making)<br />Advertising<br />Mean Girls<br />
  8. 8. References<br />Borchers, T. (1999). Definition of interpersonal communication. Retrieved from http://www<br /> abacon.com/commstudies/interpersonal/ indefinition.html<br />Esterberg, K. G. (2002). Qualitative methods in social research. New York: McGraw-Hill.<br />Griswold, S. (n.d.). The two-step flow of communication theory. Retrieved from http://www<br /> scribd.com/doc/6446504/Lazarsfeld-Theory<br />Lievrouw, L.A. (2009). New media, mediation, and communication study. Information, Communication & Society, 12(3), 306.<br />Two-step flow theory. Retrieved from http:// www.scribd.com/doc/6446504/Lazarsfeld-Theory<br />

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