how does the two-step flow theory change the perception of the effects of mediated messages?
The two-step flow theory, initially proposed by Paul Lazarsfeld, Elihu Katz, and others in the 1940s, challenges the traditional notion of direct effects of mediated messages on the audience. This theory suggests that the influence of media messages is not primarily direct but rather mediated through interpersonal communication channels. In other words, individuals are not solely influenced by the mass media but are influenced by opinion leaders or opinion elites who bridge the media and the broader audience.
To understand how the two-step flow theory changes the perception of the effects of mediated messages, let's explore some key concepts and factors involved:
1. Opinion Leaders: Opinion leaders are individuals who have a higher level of media exposure, are more interested in certain topics, and are seen as knowledgeable and influential by others. These people actively consume and interpret media content and then share their opinions and interpretations with their social networks.
2. Two-Step Flow: According to the theory, media messages first influence opinion leaders, who then pass along their interpretations to others through interpersonal communication. Consequently, the effects of mediated messages are not direct from the media to the audience but rather mediated through opinion leaders.
3. Interpersonal Communication: The second step in the two-step flow process involves interpersonal communication between opinion leaders and their social networks. This communication can take place through face-to-face conversations, phone calls, social media, or other means. Opinion leaders act as filters, interpreting and shaping the meaning of the media messages before transmitting them to others.
4. Selective Exposure: The theory also acknowledges that individuals choose certain media outlets and content that align with their existing beliefs and preferences. This selective exposure filters the messages they receive, making the influence of opinion leaders more significant as they provide personalized interpretations.
Overall, the two-step flow theory suggests that the effects of mediated messages are not immediate or direct, but rather influenced by opinion leaders and interpersonal communication. Through this intermediary process, individuals are more likely to be exposed to multiple interpretations, differing opinions, and deeper analysis than they would from solely relying on media messages. This perspective challenges the earlier assumption that media has a uniform direct effect on the audience and highlights the significance of interpersonal networks in shaping perceptions and attitudes.
To study the impact and perception of mediated messages using the two-step flow theory, researchers often analyze the flow of communication within social networks, conduct surveys or interviews to identify opinion leaders, and observe how opinions and attitudes form and change through interpersonal communication.