Two Step Flow Model | Media | AQA A-Level Sociology

This key topic video summarises what A Level sociology students need to know in the Media topic about the two step flow model of how the media influences audiences.

The two-step flow model proposes that media messages are not directly interpreted by the audience, but rather through opinion leaders. These influential individuals interpret and disseminate media messages to their followers, who accept or reject the message based on their relationship with the leader.

According to Katz and Lazarsfeld, opinion leaders hold a trusted position in their community due to their knowledge or personal characteristics. The relationship between leaders and followers is key. Examples include commentators analyzing sports or films, and influencers on social media.

However, opinion leaders may promote subjective or problematic views, leading to cultural elitism or dangerous ideologies. Their authority means they are vulnerable to criticism, especially in a diverse media landscape. Some promote negative societal views, generating conflict.

Overall, the two-step flow model focuses on the roles of media, opinion leaders, and followers in interpreting messages, but has limitations.