This paper provides a theoretical background of Lazarsfeld's "Two-step Flow of Communication" and the debates around the validity of his theory in the digital era. It focuses on two Twitter studies conducted in the recent year, it presents and evaluates the results.
Since its formulation, the theory of the two-step flow of communication has been tested and validated, on numerous occasions through replicative studies, conducted on different topics. However, changes in technology in the past decade, especially the proliferation of web-based media such as blogs, online communities and social networks, have led to reassess the validity of the theory in relation to the new media environment.
Thanks to the Internet individuals can communicate instantly across geographic boundaries to one, few or many people. Social networking sites enable individuals to express opinions on any topic and instantly share them with others. The contemporary (social) media environment has renewed interest in the concept of two-step flow generally, and opinion leadership specifically. Several researches have been conducted to investigate if the model can still be explanatory of the flow of news and interactions occurring online on web platforms and social media.
The purpose of this work is to present the actual stand of the research and discuss the main findings of the studies led by the questions: is the two-step flow still relevant as a theorical framework? How does information flow from traditional media to their audience in the digital age? Are opinion leaders still playing a role in this process?
In the first chapters, a theoretical framework of the most discussed communication theories will be provided.
Table of Contents
1. Introduction
2. Two-Step Flow of Communication
2.1 Multi-Step Flow
2.2 One-Step Flow
3 Opinion Leadership on Social Network Websites
3.1 Who says what to whom on Twitter
3.2 The two-step flow of communication in Twitter-based public forums
4 Media Trust and Information Sharing
5 Conclusion
Research Objectives and Core Themes
This paper examines the continued relevance of the "two-step flow of communication" theory within the contemporary digital media landscape. It investigates how information flows from traditional mass media to audiences, specifically analyzing the evolving role of opinion leaders on social media platforms like Twitter, and explores the impact of interpersonal recommendations on media trust and information sharing.
- The theoretical evolution from hypodermic needle theory to two-step and multi-step flow models.
- Empirical analysis of opinion leadership in digital environments.
- The impact of social network features on information diffusion and gatekeeping.
- The relationship between personal recommendations and media trust.
- The applicability of communication theories in the age of social media.
Excerpt from the Book
3.1 Who says what to whom on Twitter
In the study Who says what to whom on Twitter (2011), the researcher at the Cornell University Wu, in collaboration with a team of researchers at Yahoo! by referring to Lasswell’s maxim aimed to investigate the production, flow, and consumption of information in the context of the microblogging service Twitter.
The researchers studied 42 million Twitter users (as of 31 July 2009) and examined 5 billion tweets (which included URLs) generated between 28 July 2009 and 8 March 2010. Users were classified by using Twitter “Lists” into “elite” and “ordinary” users. Elite users were further classified into one of four categories of interest: “media”, “celebrities”, “organizations”, and “bloggers”.
Looking at the flow of information from those individuals to other “ordinary” users of Twitter, the team researchers found that, although audience attention has indeed fragmented among a wider pool of content producers than traditional mass media outlets, attention remains highly concentrated, where “roughly 50% of URLs consumed are generated by just 20K elite users”(p.705), which account for less than 0,05% of all users.
Not only are a small minority of elite users producing half of all tweets, but it appears that these elite users seem to be most focused on following others within their category. Within this population of elite users, the researchers found that attention exhibit “noticeable homophilty” (p.710), i.e. celebrities follow celebrities, ties, media follow media, and bloggers follow bloggers.
Summary of Chapters
1. Introduction: Outlines the historical shift in media consumption and introduces the two-step flow model as a framework for understanding modern information diffusion.
2. Two-Step Flow of Communication: Traces the origins of the two-step flow hypothesis from the 1940s and discusses its development, criticism, and the subsequent emergence of multi-step and one-step flow models.
3 Opinion Leadership on Social Network Websites: Explores how digital platforms facilitate opinion leadership and presents specific studies, such as the analysis of Twitter and Korean political forums, to validate the theory online.
4 Media Trust and Information Sharing: Analyzes how perceived trustworthiness of information sources, especially when mediated by social peers, influences user behavior and media consumption.
5 Conclusion: Synthesizes the findings, affirming that the two-step flow model remains a valuable framework for understanding the role of personal influence in digital communication.
Keywords
Two-step flow, Opinion leadership, Social media, Twitter, Information diffusion, Media trust, Digital journalism, Interpersonal communication, Gatekeeping, Network analysis, Online public forums, Mass media effects, Personal influence, Digital environment, News recommendations
Frequently Asked Questions
What is the primary focus of this paper?
The paper examines whether the traditional two-step flow of communication theory still provides a valid framework for understanding information diffusion in the modern digital and social media environment.
What are the central themes discussed?
The core themes include the role of opinion leaders on social networks, the shift from traditional media to social sharing, the impact of personal recommendations on media trust, and how information travels through digital public forums.
What is the primary research goal?
The goal is to determine if opinion leaders still play a critical role in the digital age or if the rise of new media has moved communication toward a one-step model where messages reach audiences directly.
What scientific methods were used in the referenced studies?
The paper references various methodologies, including panel interviews, longitudinal social media data analysis, and experimental studies involving college students to test information trust and sharing habits.
What does the main body of the work cover?
It covers the theoretical background of communication research, empirical studies on Twitter and Facebook, the influence of network structures on information flow, and the psychological impact of perceived source credibility.
Which keywords best characterize this research?
Key terms include Two-step flow, Opinion leadership, Social media, Twitter, Information diffusion, Media trust, and Network analysis.
How does Twitter affect the flow of information according to the cited studies?
The research indicates that information flow on Twitter is highly concentrated among a small group of "elite" users, yet a significant portion of information reaches ordinary users indirectly via intermediaries, supporting the two-step flow hypothesis.
What role does trust play in online information sharing?
Trust in traditional media is declining; therefore, users rely more heavily on recommendations from peers within their social networks. Recommendations from trusted opinion leaders increase news credibility, while those from perceived poor leaders decrease it.
- Arbeit zitieren
- Rachele Orsola Bugini (Autor:in), 2018, Two-step Flow in the Digital Age. Opinion Leaders on Twitter, München, GRIN Verlag, https://www.grin.com/document/452119
