What is it?
The two step flow theory is an idea thought by Katz and Lazarsfeld (1955).It a process consisting of two steps( hence the name ) affecting the leaders and then the general public. Initially media targets the leaders in our lives, those whose opinions are held in high regard whether that’s personal or in general society. (Katz, 1957).Those leaders form an opinion from the media and then pass it on to the rest.
How it applies?
Audiences don’t think for themselves, comparative to a hive mentality so decisions are influenced by others around us instead of oneself. An easy relevant example to put this theory into practice is with trying a new food place. Recently a frozen yogurt shop has become really popular named Yo-Chi and people have been posting about it and tagging it on social media. This then influences others to then go and try it because the people they look to follow have already done it. Those new people who tried it didn’t receive the initial advertisement from the frozen yogurt place directly and yet are still subject to its increasing influence.
https://www.instagram.com/reel/DcRbLsMtev3/?srtk=Zms1MnFmaWRxYmhk
What this means in the context of wider media?
This theory presents the idea that the audience are as somewhat active because they don’t simply accept what the media presents to them but instead act on what their ‘leaders’ want them to, so it’s their version of an informed opinion because it’s from a fellow human and not the media. In this modern age celebrities and influencers have heavy and powerful influence over their fans but there is still contention about this because although these ‘leaders’ have influence, the public aren’t mindlessly accepting what is shown or said to them by these people. They question and think and form their own opinions and make decisions whether it aligns or not with the ‘leaders’ but the important part is that there was a thought behind it.“ Like with the Yo-Chi example, yes it was made popular by people engaging with the brand and posting the frozen yogurt, but ultimately it’s still a person’s choice as to whether or not they try it for themselves.
We trust other people more than we trust the media” – Mrs Fisher (2021) said this in her video explaining the theory and it really resonates because the theory presents audiences as active, the idea that we don’t blindly believe what the media is telling us is always a good thing. The thing about the leaders though, is that it depends on their opinions and perspectives. They can provide a negative influence and portray the wrong message onto their fans which is detrimental because of the platform in which they stand on. There are young and vulnerable people who trust them and listen to what they have to say. So while having leaders in life can be valuable, people need to put a little trust in themselves and the choices they make.
References
Katz, Elihu/Lazarsfeld, Paul F. (1955): Personal Influence. The Part Played by People in the Flow of Mass Communication. New York: Free Press
Katz, Elihu. “The Two-Step Flow of Communication: An Up-To-Date Report on an Hypothesis.” The Public Opinion Quarterly 21, no. 1 (1957): 61–78. http://www.jstor.org/stable/2746790.
Mrs Fisher’s Two Step Flow Theory Video – https://youtu.be/kf8s235xFnc?is=5rqBC8wu3YUVFDTC
