Two Step Flow Theory

Further studies on opinion leaders lead to the modification of two step flow concept and interesting multi step flow theory came into being. It was observed that the influence can be multi directional and it is not necessarily be downwards, influence can be upwards or even backwards towards the media as well. The feedback process in which the audience (readers, viewers, listeners etc.) could write to the media suggesting, requesting, appreciating or criticizing things or events. The influence could also be peer to peer where audience with similar opinion, when they share insights with each other. More over the multi step flow concept was seen as having many relay points that is information reaching a member of audience directly or reaching a second hand, third hand or even fourth hand. Many a times the information reaches the mass audience in altogether a different form from the original piece of information. Everyone who passes the information adds his or her own interpretation to it giving it a new meaning.

It is also called the Diffusion of Innovations theory, giving it a new dimension and understanding. Diffusion of innovation theory predicts that media as well as interpersonal contacts provide information and influence opinion and judgment. It focuses on the conditions which increase or decrease the likelihood that a new product, idea or practice will be adopted by members of a given society or culture. Studying how innovation occurs, Everett Rogers (1995) argued that it consists of four stages: INVENTION, DIFFUSSION (communication through the social system), TIME and CONSEQUENCES. The information flows through networks. The nature of networks and the roles of the opinion leaders are important to how easily an innovation will be adopted. Diffusion is the process by which an innovation is communicated through certain channels over a period of time among the members of a social system. An innovation is an idea, practice or product that is perceived to be new by an individual. Communication is a process in which participants create and share information with one another to reach a mutual understanding.

Adopter’s categories:

1. Innovators

2. Early adopters

3. Early majority

4. Late majority

5. Laggards

It is important to note that both two step flow and multi step flow theory clearly discredit the direct influence of mass media because of the extraneous influences, interpersonal channels and social relations of audience which are often complex, multi directional and multi dimensional.

Example: The rise and fall of fashion trends in the society. The Mass media is used by the advertisers of fashion industry to inform people. The celebrities become opinion leaders by endorsing the fashion accessories and fashion wears by fashion designers in organized fashion shows, Page 3 parties, award functions and other related events. Thus, the information about the design or accessory being cool or hot is passed on to the mass audience who adopt is and make it trend.

Another example can be of diffusion of electronic gadgets like cell phones, i-pods etc.