The Two-Step Flow of Communication

The Two-Step Flow of Communication is a model that illustrates how information spreads in society. Instead of directly influencing everyone, mass media first reaches opinion leaders—individuals who are well-informed and trusted within their communities. These leaders then interpret and relay the information to others, shaping their views and behaviors. This process highlights the importance of interpersonal relationships in communication, as people often rely on influencers and peers for guidance rather than solely on media sources. Essentially, it's about how ideas move through social networks rather than just from media to the masses.