Two-step flow theory A presentation by -Insert Group Name Here- (Sam, Craig, Dan and David)
Two-step flow theoryBy Katz and Lazarsfield (1955) • The two-step flow model describes how firstly, certain individuals considered to be “opinion leaders” receive and interpret information directly from mass media. They in turn pass on their interpretations along with the media information itself, thus influencing the individual’s interpretations. • This can be used for any media type, including TV, radio, internet, newspapersand films.
Would you say that this would influence the individual’s opinion? • http://www.youtube.com/watch?v=QqjVf7_h424&feature=player_embedded
Two-step flow model For example, during Film 2008 Jonathon Ross reviewed Cloverfield, and gives his opinion on it, making him the opinion leader, and the film the mass media. The viewers of Film 2008 become the individuals in social contact with the opinion leader. e.g. film e.g. film reviewer e.g. audience