emphasises the importance of social relationships in determining people's response to the media
'opinionleaders' - influential in shaping the views of others - more likely to be exposed to media and transmit their understanding of the media message to others
Two step flow model
Blumer 1979
the TV is the main source of electoral information for over 70% of the electorate
Two step flow model evaluation
recognises that people consume media as part of a social network
might be useful in explaining the role of parents as opinion leaders
model may not apply to those who are socially isolated - these people could be the people who are most affected by the media
