Two Step Flow Theory

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Two Step Flow Theory Lazarsfeld and Katz suggested that as a society we consume media texts as a group or if alone we will talk about the text we have consumed. This theory believes that when we talk about the media content with others we are more than likely going to be affected by other people’s opinions. These people are called Opinion Leaders, they can be in the form of presenters or politicians as well as family and peer groups. They have influential views of the media and are likely to enforce people to believe what they do. Audience This is active audience due to the fact that it encourages people to actively engage themselves in media texts, as well as sharing this with other people through aspects such as eg. Social networking Positives | Negatives | * Audience are actively consuming media texts, therefore fit in with society. * Focuses on how the environment can change people’s opinions | * Influence doesn’t allow free opinion * Not everyone will follow someone else’s beliefs | Examples of This Theory The People’s Choice in 1944 focusing on the Presidential Election Campaign displayed aspects of this theory as people’s exposure to radio and newspapers during this time had an influence on people’s voting behaviour. As due to constant exposure of opinions from political campaigners and activists made people have beliefs and values in what these ‘opinion leaders’ were saying. Ultimately with this information this is what initially created the Two Step Flow Theory. Reliability Focuses more on people’s opinions rather than fact, but overall can be seen to be reliable due to the fact that industries use ‘opinion leaders’ to certify the messages we are being told by the media. Key Words Opinion Leaders Influencers Lazarsfeld and Katz The People’s Choice Media Messages
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