Two Step Flow Model

Question 1

Who’s theory is this?

Answer 1

Katz and Lazarsfeld

Question 2

This model suggests messages from the media move in two distinct ways

Answer 2

1 First, individuals who are opinion leaders receive messages from the media and pass on their own interpretations in addition to the actual media content
The information doesn’t not flow directly from the text into the minds of its audience, but is filtered through the opinion leaders who the. pass it on to a more passive audience
2 The audience then mediates the information received directly from the media with the ideas and thoughts expressed by the opinion leaders, this being influenced not by a direct process, but by a two step flow

Question 3

What is the hypodermic needle theory?

Answer 3

Proses that the media has a direct and powerful influence

Question 4

Lazarsfeld’s original theory

Answer 4

We are more likely to be influenced by other people than the media

Question 5

Difference between the two-step flow model and the hypodermic needle theory

Answer 5

Two step flow- Audiences are more active participants in the communication process. It also acknowledges communication is more complex

Question 6

In conclusion

Answer 6

We are more likely to buy a product from someone we trust

Zoella is an example of an opinion leader as she takes things from the media and talks about them to her audience

Question 7

The hypodermic needle theory

Answer 7

Linear communication theory- media messages are injected directly into the brains of a passive audience