Audiences: Two-Step Flow

Audiences: Two-Step Flow

1. Seen as both an Active and Passive audience approach

   • Passive- Take on the view of the opinion leader and the media message
   • Active- (Minority) Able to see both sides of the media message and not just take on opinion held by opinion leader

2. Katz and Lazarsfeld (1965) suggest that personal relationships and conversations with significant others, such as family members, friends, teachers and work colleagues result in people modifying or rejecting media messages.

   • They argue that social networks are usually dominated by an OPINION LEADER i.e. people of influence whom the others in a network look up to and listen to
     • E.g. Martin Luther King Jr, Theresa May, Bill Gates

3. Katz and Lazarsfeld suggest that media messages have to go through two steps or stages. Consequently, media audiences are not directly influenced by the media. Rather, they choose to adopt a particular opinion, attitude and way of behaving after negotiation and discussion with an opinion leader

4. Media Sends Out A Message

   • Opinion Leader
     • Individual
     • Gives their take on media message

5. Depends on age and experience whether you are an opinion leader.- Age Hierarchy

6. Strengths

   • Not all audience is passive
   • See impact of media messages on some audience members- those OL influence
   • Looks at audience relationships
   • Considers background of audience- OL: influence through experience and expertise

7. Weaknesses

   • Too deterministic with only two steps
   • Excludes socially isolated- housebound
   • Argues most of the audience is passive
   • Suggests only two types of audience member