The Two-Step Flow Theory is a communication idea developed by Paul Lazarsfeld and Elihu Katz in the 1940s. At that time, many people believed that mass media—like newspapers and radio—had a strong and direct effect on everyone. But Lazarsfeld and Katz found something different.
According to their theory, media messages do not go straight from media to the public. Instead, the message first goes to a small group of people called opinion leaders. These people are more interested in news, politics, or culture. They read or watch media more carefully and form their own opinions. Then, they share their ideas with others around them.
This process is called a “two-step flow”:
- Media → Opinion Leaders
- Opinion Leaders → General Public
This means people often rely on someone they trust to explain media messages. So, the effect of media is not always direct—it is influenced by social relationships.
Today, the theory is still very useful. On social media, for example, influencers act as modern opinion leaders. They review products, share news, and give opinions. Many of their followers are influenced more by them than by official media sources.
Lazarsfeld and Katz explained this in their book Personal Influence (1955). They wrote that mass communication depends on social connections and personal influence—not just on the message itself.
Reference:
Katz, E., & Lazarsfeld, P. F. (1955). Personal Influence: The Part Played by People in the Flow of Mass Communications. New York: Free Press.
Available on Google Books: https://books.google.com/books/about/Personal_Influence.html?id=qD3MwQEACAAJ
