The Two-Step Flow Theory Today
How the Media’s Messages are Shared with the Masses
There are many forms of communication and theorizing how messages spread has been a valuable study within the field of mass communication and media. One of the most common theories discussed is the two-step flow theory of communication. This theory proposes that messages from the media flow in two phases. Information and messages are first sent out originally from the media to thought leaders, influencers, or individuals with large followings, and then relayed to audiences further down the chain of command, so to speak.
The two-step flow theory allows for “noise” or additional influence from thought leaders to shape the information in a different way than the original message began. Thought leaders or influencers may add their own opinion, addendums, or flair to the message to best fit their own narrative or ideals. Therefore, this theory of communication explains that “interpersonal interaction has a far stronger effect on shaping public opinion than mass media outlets.”
It is important, then, to understand that the source for information you consume may not be the original source. The messages shared to the audience of which you are a part may have been altered from their original state and include a thought leader’s additions or edits.
We see several examples of two-step flow theory in our everyday lives, such as catching up on the news by watching Last Week Tonight with John Oliver or reading about a new product that Kylie Jenner is being sponsored by on Instagram. We still get new information or newsworthy stories from these people, however, messages from thought leaders like John Oliver or influencers like Kylie Jenner have been altered from their original state in some form or another to best reach the audiences and followers that these individuals have. For many, what these people say is accepted as fact. However, the information given from influencers and thought leaders is not always necessarily 100% true.
Because there is so much “noise” and influence from additional sources that can effect the way we perceive or accept information, it is necessary to be mindful of the distractions that could exist in the presentation, as well as subjective messages added to the content. Finding the original information or researching the messages presented is beneficial to ensuring that you understand the intended message from the source itself.
With social media sharing, retweeting, and archiving, original messages can often be lost or misconstrued as they move down the line, making it easier to simply follow an influencer that creates more digestible and understandable content. However, tracking down the source of the post or infographic can solidify the message’s purpose and intent without the distraction or “noise” of added influencer opinion.
