GCSE Media - Representation
Opinion leaders and two-step theory
Paul Lazarsfeld, an American sociologist, developed a theory titled the TWO STEP FLOW THEORY. He researched how directly the media influences its audience. He reached the conclusion that frequently it is not the media text that influences the audience but actually a person or contact who has given an opinion on the media text. He termed this person an Opinion leader.
First Step – Mass Media reaches the opinion leader
Second step – Opinion leaders pass on their own interpretation to the audience.
Make a list of who you think might be an opinion leader.
Suggestions: Politicians, the press, religious leaders, members of the Royal family, heads of organisations/unions, those considered ‘experts’ in their field and remember that opinion leaders don’t have to be someone in authority.