Two-step communication model

Introduction to the Two-Step Communication Model
Principles of the Two-Step Model
Influence of Opinion Leaders
Application of the Model in Marketing
Conclusion

Introduction to the Two-Step Communication Model

The Two-Step Communication Model, also known as the Two-Step Flow of Communication Theory or Opinion Leaders Theory, was described in the works of American political scientist and sociologist P. Lazarsfeld. According to this theory, information coming from mass media (MM) is perceived by people not directly, but through so-called opinion leaders. In the early 1940s, E. Katz and P. Lazarsfeld conducted a study related to a presidential election campaign and found that, despite the opposition's agitation against Roosevelt, he was able to secure more votes. This study showed that voters relied on the opinions of authoritative individuals in their surroundings, which became the basis for the formation of this theory.

Principles of the Two-Step Model

According to the Two-Step Model, the process of information transmission is divided into two stages:

First flow: The message from the mass media reaches opinion leaders—the most authoritative members of society.
Second flow: Opinion leaders interpret the received information and convey it to their audience, taking into account their own views and experiences.

Thus, the information coming from the mass media does not reach the audience directly, but passes through the lens of perception of those whom people trust. This phenomenon has become particularly widespread in social networks, where users receive news through bloggers and influencers they follow.

Influence of Opinion Leaders

Opinion leaders play a key role in this model. They are the first to become acquainted with new products and news, analyze them, and share them with their audience. However, it is important to note that different opinion leaders have different levels of authority. For example, Elena Malysheva may have a loyal audience among older people interested in health, while Ksenia Sobchak attracts a youth audience active on social media. Opinion leaders often present the same news in various interpretations, ranging from positive to negative, and sometimes even add elements of conspiracy theories.

Application of the Model in Marketing

The Two-Step Flow Theory finds its application in influencer marketing. Through advertising that passes through opinion leaders, companies can achieve several goals:

Increasing sales: Opinion leaders become the faces of marketing campaigns, promoting products through their social networks.
Building an image: Brands choose media personalities who convey the company's values to create a positive image.
Increasing trust: The audience of the opinion leader trusts the products they use, especially if it is done unobtrusively.

However, it should be noted that with the amendments to the "Advertising Law" effective September 1, 2023, all advertising materials now require special labeling, making them more noticeable to the audience.

Conclusion