Two-step flow communication theory

Two-step flow communication theory

Opinion leaders pay attention to the media, and in turn share their

interpretation with others. The two-step theory holds that the audience

becomes active engagers when presented with this material, from the opinion leaders, not simply ingesting

and accepting the material. The hypodermic needle theory sees the audience as getting their material

directly from the media, and without much engagement at all.

In today’s highly viral world, many of these opinion leaders are those on

social media. Advertisers and marketers are realizing more and more the power of the two-step theory and

how to target opinion leaders on social media, and throughout the web, and

thus reach a much broader audience—reach the opinion leaders, and thus

reach so many of their followers too. Just ask yourself If you are more likely

to buy something after watching a commercial, or after your friend gives

you a raving review about it?