Two-Step Flow Theory

Two-Step Flow Theory is a communication model that suggests information does not flow directly from mass media to the public. Instead, it passes through opinion leaders—people who pay attention to media and interpret the information. These opinion leaders then share their insights and influence others within their social circles. Essentially, while mass media delivers messages, it’s often these intermediate influencers who shape public opinion and behavior, highlighting the importance of social interactions in the spread of information.