The two-step flow theory of communication proposes that (1) opinion leaders first receive information from the mass media and (2) then pass on their interpretations of that information to less active individuals. The theory was developed by Paul Lazarsfeld, Bernard Berelson, and Hazel Gaudet and further expanded on by Katz and Lazarsfeld. It uses a model where opinion leaders pay close attention to media messages and influence others similar to them, while the "influentials" look to the opinion leaders rather than directly receiving information from the media.

1. Two-Step FlowNew Media Theories and Applications

2. HistoryHypothesis introduced by Paul Lazarsfeld, Bernard Berelson, and Hazel GaudetKatz and Lazarsfeld developed the theory

3. Breakdown Two steps:First—Opinion Leaders get information from a media sourceSecond—Opinion Leaders then pass the information, along with their interpretation, to others (friends, family, acquaintances, etc.)

4. Model

5. Opinion LeadersPay close attention to mass media and messageInfluentialSimilar to those they influence

6. The “Influentials”Not real informed by the mediaLook up to the opinion leaders

7. ExamplesElections (decision making)AdvertisingMean Girls

8. ReferencesBorchers, T. (1999). Definition of interpersonal communication. Retrieved from http://www abacon.com/commstudies/interpersonal/ indefinition.htmlEsterberg, K. G. (2002). Qualitative methods in social research. New York: McGraw-Hill.Griswold, S. (n.d.). The two-step flow of communication theory. Retrieved from http://www scribd.com/doc/6446504/Lazarsfeld-TheoryLievrouw, L.A. (2009). New media, mediation, and communication study. Information, Communication & Society, 12(3), 306.Two-step flow theory. Retrieved from http:// www.scribd.com/doc/6446504/Lazarsfeld-Theory