Applying the Two-Step Flow Theory
The two-step flow theory suggests that the media passes concepts on to opinion leaders and then they pass them to other individuals. This theory is important to the communications industry because it allowed marketers to understand that word of mouth is a form of advertising and that hearing positive feedback from individuals can generate sales. Word of mouth is essential to marketing campaigns. If you think about it now, influencers have become these opinion leaders. If someone you trust or look up to speaks highly of a product, you are inclined to purchase yourself.
Personally, I apply the two-step flow theory to newsgathering routines because as I read articles that interest me, I share them on social media. In that case, I am using the media to become an opinion leader and educate individuals. I share news through these platforms to educate others about what the media originally informed me of. To provide an example, I read an article regarding Nike’s “Don’t Do It Campaign”, I shared this content on LinkedIn and received a lot of reactions and comments from other users. In fact, some of the people who engaged were not even part of my connections proving that my post had a large reach and impact on others.
Influencers are opinion leaders to some extent. Although these individuals are paid by the media and companies to share products, oftentimes they share organic content and products that they advocate for without pay. Making this connection between influencers and opinion leaders is something I just learned; however, it validates the point that the media and opinion leaders work hand in hand to get a message across a large scale of people. Although this two-step flow theory has been around for many years, it has shifted and adapted to the way media is used today.
