The Two-Step Flow Theory is a communication theory that has stuck out to me when I first learned it. Even though I just learned about it today, it really resonated with me and made me reflect on how certain creators and celebrities influence me to purchase things or buy into ideas. The Two-Step Flow Theory was developed by Paul Lazarsfeld and colleagues in the 1940s. The theory challenged the traditional viewpoint of the mass media’s influence on certain individuals.

Rather than suggesting that media directly influences individuals, Lazarsfeld suggested that media effects are mediated by opinion leaders who listen to and interpret media messages before sharing them to a broader audience that trusts them.

The theory has a continued relevance because of the way it recognizes interpersonal communication’s role in an individual’s mass media interpretation. It highlights the presence of opinion leaders, those who are seen as knowledgeable or influential in a particular field. Opinion leaders can be politicians, religious figures, celebrities or, more recently, social media influencers. These opinion leaders actively seek out media messages, interpret it, and share that interpretation with their audience. In turn, their audience may influence others, which creates a ripple effect through society.

A good example of the Two-Step Flow Theory is the beauty industry. Beauty influencers and bloggers often serve as the opinion leaders of the beauty world. They regularly consume media content like fashion and beauty magazines, new makeup and skincare launches, and makeup artist interviews, interpreting the latest trends and styles. These influencers then share their opinions and personal preferences with their followers on social media sites like TikTok and Instagram. They also may receive commission or sponsorships from the brands they promote, which gives them a personal gain in relaying these messages. 

When a beauty influencer praises a certain brand’s product, their followers, who trust their opinion, are likely to adopt similar trends and styles. This process demonstrates the two-step flow process well, since these opinions are first filtered and interpreted by influencers in the beauty world before being relayed to their followers. 

In conclusion, the Two-Step Flow Theory offers an interesting and compelling argument for how the wider public gains an opinion on a topic or trend. By recognizing what and who we are influenced by, the theory provides valuable insight on how we communicate and interpret things.