Two step flow theory

Two step flow theory for Bjmc

1. two-step flow theory
History:
It was first introduced in 1948 by Paul Lazarsfeld and Elihu Katz, after research on the process of decision-making during
a Presidential election campaign. Before their study, it was assumed that mass media have a direct influence on audience’s
decisions and behaviours. Surprisingly, they found that interpersonal interaction has a stronger effect on shaping public
opinion than mass media. Factors such as interpersonal communication with family members, friends, and social circle
members came out to be better predictor of a person’s voting behaviour.
Concept:
Mass media plays an important role in formation of public opinion on various issues. However, the messages conveyed by
the media are always mediated by the opinion leaders. As Katz and Lazarsfeld said, ‘Ideas flow from radio and print
media to opinion leaders and from them to less active sections of the population.’ For instance, village level workers or
panchayat leaders are opinion leaders in rural areas. Heads of committees and associations are opinion leaders in urban
areas. They interpret the messages of media to their groups.
The theory states that information from the media moves in two stages. It can be understood with the help of
diagram shown below:

Fig shows that
In step 1, Information flows in a single direction (one way). The message or information flows from the mass media (both print and
electronic media) to the Opinion Leaders. Opinion leaders are those who interpret, verify and transmit the information.
In Step 2, it flows from the Opinion Leaders to the Opinion Receivers. Opinion receivers are the masses or the public. Opinion
leaders pass on their own interpretations along with the actual message of the media to those whom they influence.
Most of the people receive information from opinion leaders through interpersonal communication rather than
directly from mass media. Opinion Leaders are more exposed to the mass media than those whom they influence. The term ‘personal
influence’ was coined to refer to the process interfering between the media’s direct message and the audience’s ultimate
reaction to that message.
Example:
Rohini was watching News on ABP Channel. They flash the headlines with “Research reveals that some toys lead to
aggressive and violent nature in children”. Rohini went for shopping with her son and warns him that some toys are not
good and make skin allergy which leads him to avoid those toys.
 Mass Media : ABP Channel
 Opinion leader: Mom
 Opinion Receiver: Her Son
 Added information in actual content (personal influence): Skin Allergy
With passage of time, theory came to be limited for following reasons:

2.  Diminishes the original direct influence of mass media.
 The theory was formulated during a time when television and the Internet did not exist.
 Not every receiver has same effect of the message transmitted by mass media.
 Opinion leaders are selective in providing information. They might give wrong or no information to the public.
 As per the theory, information flow is one-way from the opinion leader to opinion receivers. In reality, information does not
flow one way; both parties exchange information. Also, communication need not always be forward one-way, initiated by the
opinion leader. It could also be initiated by the masses who ask the “leader” for information and advice.

Conclusion: The theory is two-stepped in the sense that it presents Opinion Leaders as direct recipients of information from the
Mass Media, and then they forward this information to the general public with their personal interpretation.
Communication experts came out with a conclusion that human behaviour and thoughts are not changed by just merely
getting the message. It takes much time. This process is very slow. It’s transmitted by the opinion leader. Therefore,
researchers of mass communication can’t treat public as a homogenous mass audience that actively processes and
responds to media messages uniformly. This theory has improved our understanding of how the mass media influence
decision making.