1. Two-Step Flow New Media Theories and Applications

2. History Hypothesis introduced by Paul Lazarsfeld, Bernard Berelson, and Hazel Gaudet Katz and Lazarsfeld developed the theory

3. Breakdown Two steps: First—Opinion Leaders get information from a media source Second—Opinion Leaders then pass the information, along with their interpretation, to others (friends, family, acquaintances, etc.)

4. Model

5. Opinion Leaders Pay close attention to mass media and message Influential Similar to those they influence

6. The “Influentials” Not real informed by the media Look up to the opinion leaders

7. Examples Elections (decision making) Advertising Mean Girls

8. References Borchers, T. (1999). Definition of interpersonal communication. Retrieved from http://www abacon.com/commstudies/interpersonal/ indefinition.html Esterberg, K. G. (2002). Qualitative methods in social research. New York: McGraw-Hill. Griswold, S. (n.d.). The two-step flow of communication theory. Retrieved from http://www scribd.com/doc/6446504/Lazarsfeld-Theory Lievrouw, L.A. (2009). New media, mediation, and communication study. Information, Communication & Society, 12(3), 306. Two-step flow theory. Retrieved from http:// www.scribd.com/doc/6446504/Lazarsfeld-Theory