The two step flow theory - Lazarsfeld et al 1940

In 1940, Lazarsfeld, Berelson and Gaudet conducted the first full-scale investigation of the effects of political mass communication.

Their research focused on the 1940 Presidential election campaign and their findings were published in 1944 in The People's Choice after more research had been conducted.

 

 

Their research was originally based on the simplistic hypodermic needle model of media influence, whereby it was assumed that a message would be transmitted from the mass media to a 'mass audience', who would absorb the message.

 

 

Lazarsfeld's investigations suggested that media effects were minimal, and that audiences did not respond to a campaign as such but were more influenced by a person they knew or an opinion leader.

• The conception of a 'mass audience' was inadequate and misguided due to individuals having opinions towards a message.

• Social influences had a more effect on the process of opinion formation and limited the media's effect. The research found that we are more likely to respond to people we trust and know. Lazarsfeld and his colleagues developed the notion of a 'two-step' flow of media messages, a process in which opinion leaders played a vitally important role.

Conclusions follow from their research:

 

•Our responses to media messages will be mediated through our social relationships, the effects of media messages being limited by interpersonal relationships and group membership.

•It is misleading to think of receivers as members of a 'mass audience' since that implies that they are all equal in their reception of media messages, whereas in fact some play a more active role than others

•receiving a message does not imply responding to it; nor does non-reception imply non-response (since we may still receive the message via interpersonal communication)

•there are some people amongst the media audience who act as opinion leaders they see themselves and are seen by others as having an influence on others.

Applied to my work:

The two step flow theory relates more to marketing of a product, and therefore my ancillary texts in my own case.

Although I have intended to give off certain ideas within my products (such as the message that my model is in deep thought and is nostalgic of previous events that have happened within my music video, on my promotional poster), these messages may not neccessarily be responded to by an audience in the correct way, or their response may be altered from my intentions through social interactions that the person takes part in.

For example, I may mean to convey one idea through my images, whereas a member of my target audience may have a friend which interprets my product completely differently. This friend may become an opinion leader and change the interpretations of others. Using this theory I shouldn't just assume that each and every member of my target audience will accept this one idea, as this could be changed through various aspects including social interactions.