Two step model, passive

• Two step flow model (indirect)

  The media message is interpreted and passed on by opinion leaders, the media does influence people but not everyone is directly influenced

  1. Opinion leaders exposed to media content
  2. Share their interpretation of that content with a wider audience
• Katz and Lazarsfield, two step model

  There's key individuals in each community whose reaction directly influenced others

  • opinion leaders openly expressed their reaction and opinion > influenced others
  • studied media influence on American voters > most people followed the opinion leaders views on who they should vote for > opinion leaders often get ideas from media messages, e.g. Ben Shaprio
• Hobson, two step model

  Studied an office environment > found opinion leaders influenced what others watched on TV and their reactions to programs

  • opinions passed onto colleagues > social norm of what to watch spread through the office > new recruits had to conform to fit in
  • doesn't have to be two steps, a message can go through several stages of interpretation