Audiences: Two Step Flow

Question 1

Who came up with the two step flow?

Answer 1

Katz and Lazarfeld

Question 2

What is the two step flow model?

Answer 2

It can be seen as an active and passive audience. Katz and Lazarfeld argue that personal relationships and conversations with significant others result in people rejecting or accepting media messages. They argue that social networks are usually dominated by an option leader, people chose to have an opinion based on negation and discussion with an opinion leader. This arguably makes it more realistic than just a passive audience.

Question 3

What are the three steps of forming an opinion according to the two step flow

Answer 3

The Media sends out a message. The person talks to an opinion leader. Opinion is formed.

Question 4

What are 4 examples of a possible opinion leader?

Answer 4

Family, friends, social media, teachers.

Question 5

What are three
limitations with the 2 step flow model?

Answer 5

It excludes the socially isolated who wouldn’t be influenced by an opinion leader but would still be capable of interpreting the media. It argues that most of audiences are passive which suggests that people don’t have free will. It’s too deterministic with just 2 steps.