Two step flow theory

• Who primarily developed the two-step flow theory?

  Cats and Lazarsfeld
• What does the two-step flow theory suggest about audience behavior?

  Audiences are highly influenced by others rather than actively forming their own opinions.
• What are the two main steps in the two-step flow theory?

  1. Opinion leaders see the media product first.
  2. Audiences receive opinions from these opinion leaders.
• Who are considered opinion leaders in the two-step flow theory?

  People we respect and trust, such as family, friends, celebrities, and role models.
• How do audiences form their opinions according to the two-step flow theory?

  Audiences form their opinions based on the opinions of opinion leaders.
• If a young person sees a handbag promoted by Kim Kardashian, what might happen according to the two-step flow theory?

  They may want to buy the handbag after seeing her promotion.
• Why do audiences trust opinion leaders more than media sources according to the two-step flow theory?

  Because audiences value personal recommendations over media messages.
• What is the general perception of audiences in the context of the two-step flow theory?

  • Audiences are seen as passive recipients of information.
  • They are influenced by social interactions and opinions of others.
• What role do celebrities play in the two-step flow theory?

  They act as opinion leaders who influence audience preferences.
• What is the significance of word of mouth in the two-step flow theory?

  • Word of mouth is a key mechanism for spreading opinions.
  • It enhances the influence of opinion leaders on audiences.