Two- step flow theory
Definition: The idea that messages pass from the media, through opinion leaders, to opinion followers.
Keywords: opinion leaders, snowball, social influence.
Strengths
Focus attention on the environment in which effects can and can't occur.
Stresses importance of opinion leaders information of public opinion.
IS based on inductive rather than decuctive reasoning.
Effectively challenges simplistic notions of direct effects.
Weaknesses
Is limited to its time and media environment.
Uses reported behavior as only test of media effects.
Downplays reinforcement as an important media effect.
Uses survey methods that underestimate media impact.
Later research demonstrates a multistep flow of influence.
