Audience Effects Models - Two Step Flow Model Flashcards
What are the two sociologists involved in this model
Katz and Lazarfield
What is the two step flow model
Media is taken in and interpreted by opinion leaders who then spread their opinion on it (active)
Audiences then pasisvely take in their interpretations of the media as there own (passive)
Who are opinion leaders
Respectable memebers of society
Choosen by the public and whos opinion they decide to trust in
What are some examples of opinion leaders
Film music creators
Journalists
Sports commentators
Politicians
What is an example of an opinion leader that shows that it is down to who decides to follow them and who they influence
Donalid Trump - not everyone agrees with his interpretations therefore not everyone is influenced by him. Those who do, are influenced and vote for him
How can the Two Step Flow model be criticises as simplistic
Only two steps in the media influence
May have multiple opinion leaders or switched especially if views become hateful
How can the creation of new media criticise the Two Step Flow model
New media means anyone can be an opinion leader, and with so many it could create a loss of power over audiences - too many to choose from
Audiences are not passive in new media so will not just absorb the interpretations of others
How do marxists criticise the Two Step Flow Model
Opinion elader transmit capitalism ideology - the two step flow does not acknowledge the motivations behind opinion leaders
What is a general criticise with the two step flow model and the ability to chose their opinion leaders
Not everyone has an opinion leader/ access to one such as the elderly
Elderly less likely to be exposed to an opinion leader to more likely to be effected by the hypodermic syringe
