The two-step flow theory suggests that the mass media puts out a message which is consumed by an opinion leader who in turn pushes the messages forward to the public in a hope to influence opinion and behaviour. In terms of this particular model the main job of an opinion leader is to connect publics to mass communication as well as interpersonal communications.
The theory assumes that…
® The mass media influences society’s opinion leaders, who then influence the opinions andbehaviour of the masses.
® Opinion leaders function like experts in particular field.
® Opinion leaders consume more media than the masses.
® People are influences by people.
Critique of the theory…
- SIMPLISTIC: It assumes that there are only opinion leaders and followers only, whereas in reality there are many more types of masses, e.g. those who don’t follow the crowd- where do they fit?
- Assumes that opinion leaders are active.
- Suggests that followers are passive and will absorb any information they receive but this is not the case in modern society: people believe and consume information they want to.
- Not all opinion leaders receive their information from the mass media (e.g. may interact with other opinion leaders etc.)
- Opinion leaders have their own opinion!
- Opinion leaders are not only givers but they also receive information as well.
- Opinion leaders circulate information between themselves.
- LIMITED: must be able to identify with and reach the appropriate opinion leader.
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