Lecture 12 Flashcards
Social media influencers: A modern take on the two-step flow model
What is the classic two-step flow model in communication theory?
It proposes that media influences opinion leaders, who then influence others in their social network.
Who introduced the two-step flow model, and in which study?
Paul Lazarsfeld, Bernard Berelson, and Hazel Gaudet in their 1948 study of U.S. presidential campaigns.
What are the key findings of the two-step flow model?
- Opinion leaders are more exposed to media.
- Personal influence often outweighs direct media. influence.
- Opinion leadership is typically topic-specific.
How does the two-step flow model view media audiences?
As interconnected networks of individuals rather than isolated masses.
Define influencers in the context of digital opinion leadership.
Individuals who use social media intensively, monetize their opinion leader status, engage in two-way interactions with followers, and employ self-branding.
How are influencers compared to traditional opinion leaders in the two-step flow model?
Influencers often use one-to-many communication, relying on parasocial relationships to exert influence.
What is a parasocial relationship?
A one-sided emotional bond between audience members and media personalities, mimicking genuine social interactions.
What are some examples of influencers engaging in politics?
Rezo’s YouTube critique of German politics, and Taylor Swift’s political endorsements.
List two potential positive impacts of influencers getting involved in politics.
- Increasing political awareness among young people.
- Drawing attention to important issues like climate change.
What are potential negative impacts of influencers blending politics and commercial interests?
- Confusion between authentic and sponsored content.
- Spread of extremist or anti-democratic viewpoints.
Why is authenticity critical for influencers?
It helps maintain their credibility and connection with followers, enabling effective influence.
What role do influencers play in shaping consumer behavior?
They impact followers’ purchasing decisions through endorsements and branding partnerships.
What is the relevance of the two-step flow model today?
It helps explain the influence of digital opinion leaders like social media influencers on public opinion and behavior.
How do parasocial relationships enable influencers to exert influence?
By creating a perceived sense of intimacy and trust, mimicking personal interactions.
