Two-step flow of communication

That the two-step flow of communication ( two-step flow model ) by Paul Lazarsfeld model is a model of communication and deals with the dissemination of information through mass media. According to the original model to inform mass media in a first step, opinion leaders, who pass on the information through direct communication in a second step to the recipient.

Thus, the information passes through two stages. The opinion leader takes the position of a multiplier. According to Lazarsfeld's model, the media do not act directly on the mass of the recipient ( Hypodermic Needle model), its effect is attenuated rather through the intermediate stage of opinion leaders and by selective attention to media content. They are therefore unlikely to be able to change opinions and attitudes, but rather reinforce existing attitudes and beliefs.

Lazarsfeld's model has been criticized as too schematic, since it apart from the information path described by him and others out there: So the recipient can check directly or to exchange with each other and opinion leaders communicate with each other. Another point of criticism concerns the lack of distinction between information and influence. Lazarsfeld then published a revised model of the two-step flow that takes into account some of the criticisms.

Today, it is instead of rigid role assignments rather of a network with flexible role assignment from. Opinion leadership can be theme- dependent, and also an otherwise passive recipient can have a " specialty ", on which he acts opinion leadership. Accordingly, one starts from a domain-specific opinion leadership ( for example, in relation to a particular product).

The area-specific opinion leadership is related to several characteristics such as involvement or interest. In particular, the opinion leader is distinguished by a high degree of innovation, that is, he developed a passion early for an innovative idea or a new product.