Elihu katz and paul lazarsfeld hindsight

Model of communication

The two-step flow of communication model says that most people form their opinions under the influence of opinion leaders, who in turn are influenced by the mass media.

In contrast to the one-step flow of the hypodermic needle model or magic bullet theory, which holds that people are directly influenced by mass media, according to the two-step flow model, ideas flow from mass media to opinion leaders, and from them to a wider population.

Opinion leaders pass on their own interpretation of information in addition to the actual media content.

Basic overview

The theory is based on a 1940s study on social influence that states that media effects are indirectly established through the personal influence of opinion leaders.

The majority of people receive much of their information and are influenced by the media secondhand, through the personal influence of opinion leaders.

Further information: Multi-step flow theory

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