Two-step flow of communication
Lazarsfeld found media messages don't flow directly to audiences but through 'opinion leaders' (influential community members) who interpret and influence how others understand media.
Real World
During the 2016 US election, influential YouTubers and Twitter accounts acted as opinion leaders, interpreting news for millions of followers who then formed views based on those interpretations rather than direct media exposure.
Exam Focus
Distinguish two-step flow from the hypodermic model — examiners reward you for contrasting theories, not just describing one.
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