The Two-Step Flow Theory

The Two-Step Flow Theory explains how information and opinions spread socially. It suggests that mass media first influence a small group of intermediaries called "opinion leaders"—people who are more engaged or knowledgeable. These opinion leaders then share their insights and interpretations with others in their community or social network. So, instead of direct influence from media to everyone, information flows from media to opinion leaders, and then from them to the broader public. This process highlights the important role of personal relationships and trust in how ideas and messages are communicated and adopted.