Two Stept Flow Model

Question 1

What is the two-step flow model? Katz and Lazerfield

Answer 1

• the media produce something; news or other content
• opinion leaders - are people who pay particular attention to the media and who’s views people listen to
• opinion leaders interpret and filter news in a particular way and form their own opinion
• they then pass this opinion onto their social group who are influenced to think a certain way about it

Question 2

What does the two step flow model view the audience as?

Answer 2

• view the audience as being active - individuals can influence the way they interpret and use media

Question 3

EVAl for two-step flow model?

Answer 3

• assumes that all opinion leader are trustworthy
• its quite over-simplified and that communication can take long