The Two-Step Flow Model In The Social Media

776 Words4 Pages
So, in the 1940s, some of the researchers introduce two-step flow model. Two-step flow model is came out because they think that communication is a complex process. A book, ‘The People’s Choice’ has been wrote by American sociologist Paul F Lazarsfeld. He summarized his research of November 1940 presidential election in his book. He discovered that people are more likely to be influenced by other people than the mass media on his research. He named this kind of people ‘opinion leaders’. Then, he published a book called ‘Personal Influence’ in which he offered further evidence for this theory at the same time with Elihu Katz. Opinion leaders pay close attention to the mass media and pass on their interpretation of media messages to others…show more content…
The researchers looking at the flow of information, and based on the social networking site Twitter, it revealed that they had found significant evidence to support the two-step flow model in a paper presented at the 20th Annual World Wide Web Conference in 2011. So, the researchers discovered that news finds its way to people through a number of prominent and influential opinion leaders, after the analyzing the flow of information. The people who are celebrities, journalists and bloggers. After that, they found that almost half the information that originates from the media passes to the masses indirectly via a diffuse intermediate layer of opinion leaders, who although classified as ordinary users, are more connected and more exposed to the media than their followers, and this consider as the support for the two-step flow of information. The advertising industry is also one of the field that interested with the two-step flow model. Previously, advertisers found that the powerful way to sell products which are word of mouth and recommendations. Besides, we may see that word of mouth is how important to advertising campaigns in the books like The Anatomy of…show more content…
This is because, they cannot count on part of the media, but they were the type of people that we interact with everyday. Prominent celebrities and journalists often sidestep the media altogether and talk with us directly although in the age of social networking. In some ways, these people might be count on part of the mass media, because they meet many of the criteria of opinion leaders. In 2008, the great example of an opinion leader which is Al Gore. A documentary called An Inconvenient Truth which followed his campaign to raise awareness about global warming. He get help from The Climate Project to spread his message about global warming, and the campaign reached an estimated audience of over one million audiences. He is really a great example of someone who pays close attention to an issue. He also helps to sway public opinion. A group of activist create Kony 2012 which is an online video to aim to have a Ugandan war criminal Joseph Kony brought to justice. The video and the campaign became a viral succes in one night. The activist enlisted the help of several celebrities which is actor George Clooney to generate exposure for their

More about The Two-Step Flow Model In The Social Media

Open Document