Two Step Flow Theory- Personal Influence Theory

Two Step Flow Theory/ Personal Influence Theory

Sociologist Paul Lazarsfeld first introduced the concept of a two-step flow in communication in 1944. Gradually both Paul Lazarsfeld and Elihu Katz expounded on this topic elaborately in 1955 through their book, ‘Personal Influence’. While, the Hypodermic Needle theory spoke of the direct effect on the passive recipients of Mass Media, the two-step flow theory, as its name rightly suggests spoke of the influence of Mass Media messages in two steps.

The book showed the role of opinion leaders in disseminating the information from mass media to the people around. The opinion leaders were performing the role of intermediaries. 

According to Lazarsfeld and Katz, the Opinion Leaders were primarily influenced by Mass media and the information that it provided. They had a better understanding of the content and it is they who helped in explaining it to the people around, thus diffusing this information to others. The process thus implied that opinion leaders had a personal influence on the media message and its receptivity by the audience. Through interpersonal communication the media message was diffused to the masses.

Thus, according to Lazarsfeld, there was a Two-Step flow of communication:

• The first step: The message was sent through the Mass media and was first understood by individuals who served as opinion leaders and gave more attention to these media messages.
• The second step: These Opinion Leaders who were trusted in their circles interpreted these media messages to the masses around at an interpersonal level.

Therefore, Katz and Lazarsfeld (1955) in their book ‘Personal influence’ mention that “the traditional image of the mass persuasion process must make room for ‘people’ as intervening factors between the stimuli of the media and resultant opinions, decisions and actions.”

However, this theory was gradually criticised by many scholars as it had a very narrow dimension in its perception of Media and its effects.