During the 1940 U.S. presidential election, sociologist Paul Lazarsfeld conducted a study on election propaganda. The investigation revealed that about eight percent of voters changed their final decision due to the influence of friends and family, which was far from the “magic bullet” theory widely accepted by society at the time. In 1944, Paul Lazarsfeld first introduced the two-step flow of communication theory in his book. This model hypothesizes that mass media information flows to opinion leaders, who then pass it on to the broader public. It stipulates that mass media content first reaches “opinion leaders,” people who are active media users and who collect, interpret, and diffuse the meaning of media messages to less-active media consumers.. In simple terms, Lazarsfeld argued that interpersonal interaction is more effective in shaping public opinion than overwhelming and simplistic mass propaganda.
This theory has been widely applied, becoming one of the most effective advertising strategies today. Endorsements emerged as a new marketing model under this theory, with endorsers typically acting as opinion leaders who indirectly influence the public through their impact, thereby achieving widespread information dissemination.
In 1984, an ordinary American shoe company signed a contract with an NBA rookie, and this deal became one of the greatest moments in sports marketing history, completely transforming the endorsement model in sports goods advertising. During Nike’s partnership with Michael Jordan, Nike aimed not only to attract basketball fans but also to influence a wider audience through the personal charm and cultural spirit Jordan embodied. In 1985, Nike unprecedentedly customized the AIR JORDAN series for this young player. Afterward, AIR JORDAN became not just a choice for basketball enthusiasts but also a fashionable item, symbolizing global street culture.
In two-step communication, Nike first delivers its message to opinion leaders like Jordan through advertising and promotion. His attire and endorsements not only directly influenced his fans and followers but also garnered widespread attention through social events, media coverage, and games. Even though many people might not have been directly exposed to Nike’s advertisements, they gradually accepted the Air Jordan brand through Jordan’s performance, social circle discussions, and word-of-mouth communication, associating the brand closely with Jordan’s success and personality.
Since the inception of this theory, it has faced criticism and modification. Some scholars argue that the role of opinion leaders in the two-step flow may be overstated and that after receiving mass media information, the subjective judgment of opinion leaders could influence how the information is filtered. The introduction of subjective elements could deviate from the original intent of the mass media. Moreover, in the current age of advanced information technology, much information is disseminated through a one-step process. For instance, watching television or listening to the radio is an example of one-step communication directly targeted at the public.
In conclusion, the two-step flow of communication highlights the influence of opinion leaders on the public. Although it has been 80 years since the theory was proposed in 2024, its core concepts remain relevant in today’s society, playing a crucial role in business, politics, and daily life. As recipients of information, the public must also learn to discern between true and false information and strive to access diverse sources of information.
Reference
Postelnicu, Monica. “two-step flow model of communication”. Encyclopedia Britannica, 28 Nov. 2016, https://www.britannica.com/topic/two-step-flow-model-of-communication. Accessed 21 October 2024.
Lazarsfeld, P. F., Berelson, B., & Gaudet, H. (1968). The people’s choice: How the voter makes up his mind in a presidential campaign. Columbia University Press.
Volle, Adam. “mass communication”. Encyclopedia Britannica, 13 Sep. 2024, https://www.britannica.com/topic/mass-communication. Accessed 21 October 2024.
