Audience Theories.- Two-Step Flow.

The Hyperdermic model didn't exaplin enough of the relationship between audience and text for media researchers. Introduce the two-step flow.
Created by Lazarsfeld et al (1940) they analysed voters decision while making a presidential decision. Their findings suggest that information from text does not flow directly to the audiences mind. However, the information filtered through 'opinion leaders' who communicate the information over whom they have influence over.

So what are opinion leaders?

They can be key people who can affect others.




They pay close attention to the mass media and recieve their message.




They pass on their own message alongside the media content.




Audience then mediate the information recieved directly from the media alongside the ideas from the opinion 




leaders. Therefore being influenced by a direct process, by a two-step flow. This diminshed the power of the 




media in researchers minds and made them conclude that social factors were also important in they way in




which the audience interprets texts.

How does this relate to my coursework?

This relates to my coursework as Ashleigh and I have a message to give to  our audience.  Our message was

that even people you love and trust can betray you. Opinion leaders will have their own opinion and may think

that the boyfriend did not even hit her, it was suggested that way. So with our message and opinion leaders 

message, the individuals will decide what they may think.