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THE TWO STEPS FLOW THEORY

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by

Agne Urbonaite

on 29 November 2013

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Transcript of THE TWO STEPS FLOW THEORY

THE TWO STEPS FLOW THEORY
Prepared by Agne Urbonaite

THE TWO STEPS FLOW THEORY
HOW DO WE USE TWO-STEP FLOW THEORY IN SOCIAL MEDIA?
HISTORY
The Two-Step Flow Theory was first introduced by Paul Lazarsfeld, Bernard Berelson and Hazel Gaudet


during the 1940' s in

The People's Choice

where analyzed the voter's decision-making during a 1940 Presidential election campaign.

MASS MEDIA
OPINION LEADER
INDIVIDUALS IN SOCIAL CONTACT WITH OPINION LEADERS
FIRS STEP
SECOND STEP
EXAMPLES
OPINION LEADER
People who initially consume media content, interpret it in light of their own values and beliefs, and then pass it on to opinion followers

Types:
monomorphic and polymorphic
OPINION FOLLOWERS
People who receive opinion leaders interpretations of media content
CONCLUSIONS
The two-step flow theory has improved our understanding of how the mass media influence decision making. The theory refined the ability to predict the influence of media messages on audience behavior, and it helped explain why certain media campaigns may have failed to alter audience attitudes an behavior
KONY 2012
AL GORE
PRESIDENTIAL ELECTIONS
WHAT ABOUT
LITHUANIA?
CHARACTERISTICS TO PROVE VALIDITY OF THE THEORY
Non-purposiveness/casualness
Flexibility to counter-resistance
Trust
Persuasion without conviction
The opinion leader do not replace media but guide discussions on media
CRITICISM
According to Deutschmann and Danilson:
"we would urge that the Katz-Lazarsfeld two-stage flow hypothesis, as a description of the initial information process, be applied to mass communication with caution”
They find substantial evidence that initial mass media information flows directly to people on the whole and is not relayed by opinion leaders.
Full transcript