The Two-Step Flow Model

• The Two-Step Flow Model sees the effect of the media coming through the interaction between people
• The Two-Step Flow Model argues people experience the media directly but the effect of the media depends on their interaction with other people such as family, friends, teachers, work colleagues and so on
• The Two-Step Flow Model argues that the perspective of a person of influence may lead to a person to accept or reject a media message
• Katz and Lazarsfield (1955) created the Two-Step Flow Model
• Katz and Lazarsfield created the Two-Step Flow Model in 1955
• Katz and Lazarsfield (1955) identified the role of Opinion Leaders in influencing the views of others
• Katz and Lazarsfield (1955) stated Opinion Leaders were individuals who has more exposure to media views on a particular topic
• Katz and Lazarsfield (1955) argued this was the process of the Two-Step Flow Model:

  1. The Opinion Leader takes in the media messages
  2. The Opinion Leader transmits these on within the context of social relationships
• In the Two-Step Flow Model, the process of social interaction is an important element in media influence, as people are choosing whether to adopt a view based on discussion & interaction with an Opinion Leader
• The Two-Step Flow Model argues that the audience is not entirely passive in its interaction with media messages, as the interaction with the Opinion Leader allows them to decide what they believe
• The Two-Step Flow Model is an example of an Indirect Effect Theory
• An example of the Two Step Flow Model is the 2024 Presidential Debate with Donald Trump & Kamala Harris, in which Trump was exposed to a certain media message and was an Opinion Leader to convey his message that Immigrants were "eating the dogs"