The “two-stage flow theory” was proposed by sociologists Paul Lazarsfeld and Elihu Katz in 1955.
The core views of this theory can be roughly divided into: media influence is not direct, opinion leaders are key roles, and opinion leaders affect the public. Now I will talk about it in detail.
According to this theory, the media does not directly affect the majority of people, but according to the two-level communication mode of “media-opinion leaders-audience”. Opinion leaders are those who have expertise in a particular field or area. Before the Internet age, it might have been a more dominant figure in a tribe or small town, but in the Internet age, bloggers, youtubers, and social media celebrities on social media platforms can all be seen as modern “opinion leaders.” They often actively follow information related to their verticals and have extensive connections in social networks. To have some influence in these areas, to be able to shape opinions and influence the attitude of fans. This makes them key intermediaries in the transmission of information. When opinion leaders receive information from the media, they interpret and deconstruct it and share their views with their social networks. Opinion leaders are easy to approach, and their influence is generally greater than the effect of mass communication, which further affects the attitude of the general public. Opinion leaders are also divided into civil opinion leaders and official opinion leaders. Chinese diplomats such as Zhao Lijian and Hua Chunying are typical representatives of official opinion leaders.
Although the two-stage flow theory was proposed in the last century, it remains relevant in the modern media environment.
In the field of journalism and politics, for example, when the public encounters false information or information overload, they usually rely on trusted opinion leaders to filter and interpret the information. This highlights the critical role of opinion leaders to help the public make sense of the complex information environment. In the political sphere, political activists and opinion leaders can help spread specific political messages and propaganda. These messages can be passed on to the wider electorate through the opinion leaders’ social networks.
The “two-stage flow theory” provides us with a more comprehensive model of information transmission and emphasizes the key role of opinion leaders.
But the theory also reminds us that the quality and credibility of media material is crucial in shaping the attitudes of opinion leaders and the public at large. Therefore, in the media environment, emphasis should be placed on fact checking, transparency and quality journalism to ensure better information delivery and more informed decision-making.
References:
- Lazarsfeld, P. F., Berelson, B., & Gaudet, H. (1944). The People’s Choice: How the Voter Makes Up His Mind in a Presidential Campaign. Columbia University Press.
- Katz, E., & Lazarsfeld, P. F. (1955). Personal Influence: The Part Played by People in the Flow of Mass Communications. Transaction Publishers.
- Park, D. W., & Perry, T. E. (2008). A Two-Step Flow of Communication? The Impact of Popular Bloggers on Blog Readers. Journal of Computer-Mediated Communication, 13(2), 456-472.
- https://www.communicationtheory.org/two-step-flow-theory-2/
