The Concept of Step Flow theory was introduced by sociologist Paul Lazarsfeld in 1948 in the book called "The people’s choice: How the voter makes up his mind in a presidential campaign.
The theory includes 2 steps i.e it flows from media to certain individuals which are known as opinion leaders and from there it goes to the public.
The objective of the theory -
The objective behind the story was that to find the effect of the presidential election campaign and people's voting process. The researchers were want to know whether the messages from mass media had any effects on people voting's decision. But, unfortunately, they found that there is very less effect. Based on the outcome, the 2 Flow theory of mass communication was developed.
Important Factors in 2 Flow Theory
Opinion Leader
Criticism
- Many researchers found evidence that initial mass media information directly flows to the general population and it does not depend on opinion leaders.
- The flow of information does not necessarily involve only 2 steps. It can be more than 2.
- Two flow communication theory is outdated as it was formed in the era when television and the internet did not exist and people rely on print media like newspaper and radio which were not accessible by all. so, opinion leader was the medium to communicated messages. But, nowadays people have television and they form their opinions on basis of messages provided by mass media but less on basis of opinion leaders.
