Two step flow theory

Two-Step Flow Theory is about how KEY PEOPLE affect other people. This hypothesis was first constructed by Paul Lazarsfeld, Bernard Berelson and Hazel Gaudet in a 1944 study which focused on the process of making decisions around the time of a Presidential election campaign called ‘The People’s Choice’. The expected result was that the mass media’s messages would have a direct influence of people’s votes however the researchers were surprised to find out this was in fact not the case at all.  It was the personal and informal contact that had more of an impact on voting behaviour as opposed to exposure to radio or newspapers. With the results of the research, they developed the two-step flow theory of mass communication.

Critics:

-Researchers found substantial evidence that initial mass media information flows directly to people on the whole and is not relayed by opinion leaders.

-The two-step hypothesis does not adequately describe the flow of learning. Lazarsfeld and his associates in the 1940 election study were unable to determine the specific flow of influence.

- Today most of the advertising researches are based on this theory. Especially opinion leader’s role in the society as well as in home to which helps to improve the market with less efforts.