“THE TWO STEP FLOW THEORY & THE NEWS”

Mass communication theory explains the effects on those exposed to it, explains the ways people use mass media, and why they use it; explains how people learn from mass media; and lastly explains the role of media in shaping the values of those exposed to it. One theory in particular popular in our age or social media and mass communication is the Two Step Flow Theory.

In this theory, “the diffusion of information goes through opinion leaders before reaching the audience” (Sinn, 2020). While mass media and the news are important sources of information, the two step flow theory says that these “influencers” or opinion leaders are a more efficient source of information and thus very effective on influencing their followers. These “influencers” are the “experts” to their followers.

In any theory there are strengths and limitations, Some strengths are the audience are active participants in the communication process and are included, but some limitations are the flow of information can dilute or become misinterpreted like in the old “telephone” scenario. This can complicate things.

Since “the act of communication is the essential element of human society” (Rosenberry and Vicker, 2017) as individuals we need to process the information we attain and analyze our source and it’s origin. Only After all our information is collected can we make a judgement on it’s credibility.

Sinn Educational Video (2020, January 22). Two Step Flow Theory: Media Theories. YouTube.

Rosenberry, J., & Vicker, L. A. (2017). Applied Mass Communication Theory A Guide for Media Practitioners. Routledge.