Applying The Two-Step Flow Theory
When gathering news, one has to consider the source’s credibility, the degree of influence, and the audience. Two-step flow theory states that the flow of information has to pass through two steps before it reaches the audience. Communication flows from the media to the influential individuals (opinion leaders) and finally to the audience. Opinion leaders have a strong influence on the audience. Depending on how they interpret information presented by media, the audience will base their perception on the opinion leader’s interpretation rather than the media presentation and intention. When gathering information, it is important to research the controversial opinion leaders that have an influence on the issue. In such instances, the audience is active participants in interpersonal communication with influential individuals, and their opinion should not be ignored.
While media mistrust is on the rise, people trust their opinionated and influential leaders who interpret information accordingly. Elon Musk, for instance, is considered a financial influencer whom people trust. His interpretation of issues and shared information even when there is no reliable source is trusted by his followers than they would trust media information on the same, with substantiated allegations.
Using the two-step model, Elon Musk is an opinion leader trusted by the public around the globe, and what his interpretation of media information is, the audience readily accepts it. The two-step flow model is thus crucial in understanding the flow of information from media to the audience and the importance of the influencers and opinion leaders. When sharing news, it is essential to mention some of the influential individuals that the audience is familiar with for quicker response and consideration without approving or disregarding the power the opinion leaders hold in society. Audiences with no particular opinion on various issues may become opinionated when their trusted or controversial influencer is mentioned in a conversation, making it easier to gather information.
References
1. https://www.sciencedirect.com/topics/social-sciences/two-step-flow-of-communication
2. https://www.communicationtheory.org/two-step-flow-theory-2/
