Two Step Flow of Communication Model With Example Situation

Learn about the Two-Step Flow of Communication Model or Theory of Mass Communication, With an Example Situation

Two-Step Flow of Communication Model

The two-step flow theory is a famous interactive communication model in the communication field.  The three veteran scholars, Paul Lazarsfeld, Bernard Berelson, and Hazel Gaudet, developed and published the two-step flow model in 1944. This two-step flow theory of communication was published in the People’s Choice book. The authors conducted this study based on the decision-making process in a presidential election.

The authors tried to find the impact of mass media messages on voting purposes. This study articulates that people strongly accept and believe mass media messages when influencers or opinion leaders convey them.

The two-step model illustrates that mass media do not directly influence the majority of people. Still, they are mostly influenced by their opinion leaders who interpret the media’s message. Opinion leaders are those who are first exposed to a specific media message and interpret this message based on their own opinions. Then , begin to infiltrate these opinions among the general public who are opinion followers. Therefore, the two-step flow theory is one of the active audience theories in the communication area.

Two-step Flow of Communication Theory

Two-Step Flow of Communication Theory Major Findings
  • Interpersonal and group communication are more effective than mass communication.
  • We can find opinion leaders in every sector of society or community.
  • Opinion leaders are influencers in our society.
  • Opinion leaders are more exposed to the formal media.
Two-Step Model Statements

The two-step model proclaims that messages from the media transferred in two separate stages. First, opinion leaders who pay attention to the media and receive the information. Opinion leaders infiltrate their interpretations along with the actual media information.

The period ‘personal influence’ was invented to refer to the method of intervening between the media’s direct message and the people’s ultimate response to that message. Opinion leaders are quite persuasive in getting people to change their attitudes and manners and are quite alike to those they influence.

The two-step flow model has enhanced our understanding of how the mass media influences decision-making.

Two-Step Flow of Communication Model Elements

The three elements of the two-step flow theory are:

  1. Media
  2. Opinion Leader
  3. Receiver
1. Media

Media are news disseminating outlets that broadcast informative and recreational messages. Television and Radio is the most famous mass media.

2. Opinion Leader

An opinion Leader is a leader of individual group who provide details and message to lesser active people in the group. In office, the manager functions as an opinion leader, and in public, a political leader plays a role as an opinion leader. They interpret and infiltrate the information into their group. But one more thing is that the opinion leader is a leader only for their respective group not for all.

Katz and Paul give the impression of “the flow of media information from radio and television to opinion leaders and then the opinion leaders pass the messages into the lesser active users in the population”. Through this conversion of the message, the opinion leader may add their own opinion on the actual information, which may impact the low-active users. In some cases, the Opinion leaders are clarifying that the actual content certifies the information is needed by the people. Most opinion leaders are selective people, and they pass the information to the group (Schreiner, T. 2018).

Characteristics of Opinion Leaders

Generally, opinion leaders exist at every level of society. They ought to much more on money, education, and status than on opinion followers.

  • Knew more than other people in the group
  • Often had a certain location where they met with the general people
  • They are positivists – beware of negativists
  • They are activists – doing something
  • Involved – they might not be the people you assume.
  • Have trustworthiness – a combination of trust and expertise.
3. Receiver

Receivers in communication are followers and groups of people who receive information from opinion leaders and shape public opinion. The voters, students, patients, and the public are receivers in different contexts.

Example of the Two-Step Flow Communication Model

Two-Step Model Example Situation

People watching the News on CNN Channel flash the headlines with “Research exposes that Carrots protect people from hair fall”. People are receivers who listen to the news only. However, they believe and eat more carrots to protect from hair fall when a physician (dermatologist) conveys the same message to them. The physician (dermatologist) is the opinion leader in this context who influences others to believe the media message.

  • Media: CNN Channel
  • Opinion leader: Physician (Dermatologist)
  • Audience: People suffering from hair fall
Two-Step Flow Theory Examples in Real Life

A political leader sharing TV news about the election date on social media to inform followers is a real-life example of a two-step flow theory of communication. Nowadays, people visit social media platforms like Facebook, Instagram, and LinkedIn more frequently than on television. They accept and believe information when they are conveyed by opinion leaders. The political leader is the gatekeeper or opinion leader in this context. Sometimes, mass media broadcast fake and fabricated news. Therefore, information becomes more authentic when influencers convey it through social media.

  • Media: TV
  • Opinion leader: Political Leader
  • Followers: Voters and Supporters

Paul Lazarsfeld’s Empirical Research on Two-Step Flow Theory

In 1948, Paul Lazarsfeld, Bernard Berelson, and Hazel Gaudet distributed The People’s Choice, a paper investigating the voters’ basic leadership forms during a 1940 presidential election campaign. Amid the 1940 presidential race campaign, Franklin Roosevelt versus Wendell Willkie. Planned and directed the most detailed field try at any point led. More than 3000 individuals were chosen, and 600 were chosen to be on a board that was consulted with multiple times consistently from May until November. Concentrated consideration on changes in casting choices and made names for each.

  • Early deciders – picked a competitor in May and never showed signs of change amid the whole campaign
  • Waverers chose a contender and then were undecided or converted to another candidate, but in the end, they voted for their first choice.
  • Converts chose one candidate but then voted for his rival.
  • Crystallizers had not chosen an applicant in May, but chose by November.
Interview
  • The detailed questionnaire was allocated to acquaintances with specific mass media content, such as candidate speeches.
  • Results in slender Mass Society Theory.
  • 53% of the voters were in early contests
  • 28% were crystallizers
  • 15% were waverers
  • 8% were adapted
  • He couldn’t find any indication that the media played an important role in manipulating the crystallizers, the waverers, or the converts

Voters said that they had been partial by other people.

  • Many were politically uninterested
  • No clear-cut voting conclusions b/c of low interest.
Two-step Model Strength

The model examines the way that personal relationships may help to facilitate messages from the media.

Two-step Model Weakness
  • Surveys can’t measure how people use media on a routine basis.
  • Surveys are a very affluent and unwieldy way to study people’s use of specific media, such as their reading of certain news stories or their observing of specific television programs.
  • The research design and data analysis are intrinsically conservative in assessing the media’s power
  • Monitoring for social and demographic variables
  • Subsequent research on the two-step flow has produced highly conflicting findings.
Contrast with the hypodermic needle model

The hypodermic needle model or magic bullet theory, is the one-step theory of communication. This model explains that people are directly influenced by mass media, but the two-step flow of theory says that most people are not directly influenced by mass media.

Conclusion

In sum, the two-step flow theory is an interactive communication model. Scholars think the two-step flow of communication theory proposes that interpersonal communication is more effective than mediated distance communication.

Focus Writing For Bank Exam Samples and Examples

Focus Writing For Bank Exam Sample and Example. Recent Focus Writing PDF 2025- 2026. Unique Bank Focus Writing Sample.

Focus Writing

Focus writing is an expository style that describes an issue concisely, avoiding unnecessary information. It enables the writer to explain a problem with the main point and appropriate words. It includes a summary of the issue to attract readers, including a definition, the positive and negative impacts on society, challenges, recommendations, and a conclusion. The focus writing format contains transitional verbs to explain the positive and negative effects. It highlights the main point precisely.

Focus Writing Format

The three core elements of the focus writing format are the introduction, body, and conclusion. The focus writing introduction section includes a summary of the topic, a background of the topic, a definition (if applicable), and a thesis statement.  The body of the focus writing includes economic or socioeconomic benefits, opportunities, and advantages offered by the topic or issue. It also lists the disadvantages, drawbacks, and detriments of the problem—the challenges or barriers to attaining positive outcomes for the project.  The body of the focus writing also addresses how to overcome challenges and adversities. Finally, it demonstrates the suggestions and recommendations to achieve a positive outcome. This section should be at least three paragraphs and not more than five paragraphs. The conclusion summarizes the body and ends with a positive sentence.

Focus Writing For Bank Exam

The focus of writing for the Bank exam is essay writing for a job exam in Bangladesh. The applicant needs to write a focused essay for the written job exam. The author explains how to write a concise application letter for a bank job, with examples.  The article includes recent and unique examples of bank-focused writing. The samples surely help audiences learn how to write focused writing.

Focus Writing

Focus Writing For Bank Exam Sample- 1

Topic: Universal Pension Scheme

Bangladesh has made significant progress in recent years in terms of social safety net programs. Among them, the universal pension scheme is one of the best initiatives. The universal pension scheme bill was passed by parliament in 2022 and inaugurated on 17th August 2023. The purpose is to provide financial security for older people who are unable to earn a livelihood due to illness, old age, or disability. The four schemes, Probash, Progoti, Surokkha, and Somota, will cover the entire population aged 18 to 50 based on their national identity card, including expatriate citizens. In this article, the socioeconomic benefits,  challenges, and remedies of the difficulties of the universal pension scheme will be discussed.

The universal pension scheme covers all older citizens aged 60 and above, regardless of their financial situation. This scheme is funded by the government of Bangladesh and provides a 500 TK deposit each month to eligible older citizens.

According to the Bangladesh Bureau of Statistics, the poverty among the aged population in Bangladesh was 33.9% in 2019. The introduction of a universal pension scheme will significantly reduce the poverty rate. It will also improve overall well-being by financially assisting them in meeting their basic needs, such as food, healthcare, and housing.

Additionally, with the benefits for the aged population, UPS will have a positive impact on Bangladesh’s overall economy by increasing economic activity. This will create new jobs and stimulate economic growth in the country.

However, to make this initiative more effective, the authority needs to address several challenges. One significant challenge is population targeting. Though it is universal, the scheme is unable to cover citizens aged 60 or 65 and above. Because some of them may not be registered with the government, and some also may not have required identification documents.

Another challenge is funding and proper risk-free investment ideas for the fund. While the government of Bangladesh has committed to funding this scheme, concerns remain that current funding levels may not be sufficient to meet the growing demand. Also, the fund’s investment in unsafe sectors may make UPS unsustainable in the long run.

To address these challenges, the government has to take several measures. Firstly, proper targeting of all eligible populations, registering them using technology, and providing identification documents to those who do not have them. Secondly, increase funding for the UPS by allocating additional funds to the scheme in the national budget.  And finally, exploring safe investment options to ensure long-term sustainability.

In conclusion,  the introduction of a universal pension scheme is a praiseworthy step. This is commensurate with Bangladesh’s aspiration to become an upper-middle-income country by 2031 and an advanced country by 2041. This scheme will increase economic activity, creating new jobs and places. And this fund should not become another sector of corruption, and pensioner should be able to withdraw their pension money instantly without unnecessary hassle. In one sentence, it should be a friendly scheme for pensioners.

Focus Writing For Bank Exam Sample- 2

Topic: Cashless Economy: A Journey of Bangladesh to Digital Transactions

A cashless economy, or cashless society, is an environment in which traditional methods of financial transactions, such as paper currency and coins, are not used. Here, all sorts of payments are completed through Mobile Financial Services (MFS), such as Bkash, Nagad, Rocket, Google Pay, Apple Pay, PayPal, Cryptocurrencies, debit cards, credit cards, and more electronic methods. Bangladesh, as an emerging nation, is moving toward achieving and adopting the economic characteristics of developed countries. The cashless society is just another step in this. Cashless transaction methods have many advantages, but they also have some shortcomings. Without addressing these vital issues, this project may fail or face complex challenges in the future.

The cashless economy is gaining widespread acceptance in Bangladesh. The most significant benefits of the project are boosting financial inclusion, reducing money laundering, avoiding the risk of carrying cash, and reducing time consumption. It also enables the reduction of costs associated with the production, storage,  handling, and disposal of paper and coin currency. It also makes it very easy to exchange currency while traveling internationally.

While it offers significant benefits, building a cashless society in Bangladesh also poses substantial challenges. These issues must be identified and resolved to enjoy the sweet fruit of a cashless society. Among these impediments, the first and most worrying obstacle is the fear of digital crime, such as hacking and phishing. The banks of Bangladesh are unwilling to spend more on cybersecurity and ICT risk management, and secondly, there is less technological knowledge and financial literacy among citizens. Most people in this country are not familiar with these payment methods. Most importantly, the FRED report clearly shows that MFS transaction costs in our nation are the highest in South Asia and the third highest in Asia. Moreover, intangible money creates a tendency toward overspending among middle-class people.

To overcome these impediments, the central bank should first play a regulatory role to increase investment in the cybersecurity sector. Additionally, educating people about financial transaction safety measures, savings habits, and so on. Following that, in mobile financial services, transaction costs should be lower, and special incentives should be provided. Already, MFS service providers have started offering packages such as cashback and discounts on shopping at different chain stores. Finally, the central bank should fix the transaction charges to boost financial inclusion. These measures will help combat and resolve almost all the major hindrances towards achieving economic ascendency to the fullest.

Undoubtedly, the cashless society is a commendable initiative by our government and will be another step toward achieving the Smart Bangladesh vision. Without sorting the indicated facts, this splendid thought may suffer. Hopefully, along with the government, the country’s central bank, and its population, the country will succeed.

Unique Focus Writing Example (ইউনিক ফোকাস রাইটিং)-2
Bangladesh-India Bilateral Transaction: A New Phase of Currency Exchange

The taka-rupee bilateral transaction is an appreciated step in strengthening economic ties between Bangladesh and India. These two South Asian nations have a friendly historical relationship, and at present, they are working together on many developmental and economic projects, including the Taka-Rupee bilateral transaction agreement. Tk-Rupee transactions will work as the pivotal driver of the two countries’ cooperation and the maintenance of regional relationships. This article discusses opportunities, mechanisms, and challenges, along with some recommendations.

One of the very first and most effective advantages of the Tk-Rupee bilateral transaction is that it will offer Bangladesh a marvelous trade boost. This currency exchange mechanism will make transactions faster and easier, offer lower exchange rates, and reduce the risk of currency transactions. It will help both the importer and exporter businesses in both countries. In 2022-23, bilateral trade with Bangladesh accounted for 15.3 billion dollars, making it one of India’s largest trading partners.

Additionally, this method of currency exchange will help Bangladesh attract Indian investors to invest in the country through Foreign Direct Investment (FDI). In recent years, Indian investment and business projects in Bangladesh have risen by billions of dollars. Moreover,  India will be able to expand its machinery, agricultural, and pharmaceutical markets in Bangladesh through this easy transaction agreement. Overall, it will result in rapid economic growth, smoother and tension-free trade, and strong diplomatic and economic ties and cooperation.

Along with numerous benefits and ascendency, the Taka-Rupee bilateral transaction comes with its own impediments and limitations. Firstly, fluctuations in the exchange rate between the taka and the rupee can make the situation challenging. This inconsistency can create product cost differences, hamper export and import businesses, and discourage investors. Following this transaction system requires coordination between the country’s responsible banks and financial institutions for easy convertibility; common differences among the financial institutions can push this agreement toward failure. Again, issues related to taxation, trade documents, foreign exchange controls, and Bangladesh’s risk of worsening trade imbalances will create severe adverse economic conditions.

Solving these demands requires good cooperation between Bangladesh and India. Firstly, making policy and regulatory measures for effective exchange rate risk management and for convertibility. Secondly, a good, friendly, and collaborative relationship between the two countries’ central banks and other responsible financial institutions is vital to make the Tk-Rupee transaction a success. Most importantly, Bangladesh needs to step up trade diversification, depending not only on previous sectors but also on the country coming up with new, profitable trading businesses. Finally, infrastructure development, monitoring, risk assessment, opportunity assessment, capacity building, and public awareness are essential to avoiding adverse outcomes.

In conclusion, the Taka-Rupee bilateral transaction will boost both countries’ GDPs, increase business activity, create employment, and strengthen both countries’ relationships. And to enjoy these expected fruitful results, proper measures must be taken to care for them. With proper resolutions, the Taka-Rupee bilateral transaction will look like a blooming flower in the garden of both countries’ economies.

Focus Writing For Bank Exam Sample- 3

Topic: The Need for Good Governance in the Banking Sector of Bangladesh

The need for good governance in Bangladesh’s banking sector is critical to ensuring financial stability, protecting public trust, and promoting sustainable economic growth.

Good governance in this context encompasses the systems, structures, and processes that ensure banks are directed and controlled responsibly, with a focus on transparency, accountability, responsiveness, and the rule of law.

Key Reasons for Good Governance

Good governance is essential for the Bangladesh banking sector for several fundamental reasons:

Financial Stability and Systemic Risk Reduction: Banks operate with highly leveraged balance sheets, and instability in one institution can quickly spread throughout the broader economy. Good governance—through sound risk management, proper internal controls, and effective board oversight—is necessary to prevent bank failures and avoid a systemic crisis that could cripple the economy.

Controlling Non-Performing Loans (NPLs): Bangladesh’s banking sector faces a significant challenge with high NPLs. Poor governance is a primary driver of this, leading to politically motivated lending, insider lending, and loans extended without proper due diligence. Strong governance is needed to ensure that credit risk guidelines are followed, loan classifications are accurate, and recovery processes are effective.

Protecting Public Trust and Depositors: Banks primarily deal with public money (deposits). Scams, fraud, and mismanagement, which are manifestations of poor governance, erode public confidence in the financial system. Restoring and maintaining this trust is vital for the continued flow of funds into the banking sector, which is the “lifeline of the economy.”

Combating Corruption and Scams: Recent financial scandals in the Bangladeshi banking sector highlight profound governance failures, often involving political patronage, directorial influence, and fraudulent activities. Robust governance, including independent auditing and strong regulatory enforcement, is the only way to minimize corruption and hold wrongdoers accountable.

Economic Development: As the main provider of finance to businesses, a well-managed banking system is a precondition for economic development. Poor governance and high NPLs restrict banks’ ability to offer loans at lower interest rates, which in turn hampers private sector investment, job creation, and overall economic growth.

Challenges to Good Governance

The banking sector in Bangladesh faces several challenges that impede good governance:

Political Interference and Patronage: Political influence in board appointments and lending decisions is a significant obstacle, often leading to the sanctioning of non-productive or fictitious loans.

Weak Regulatory Framework and Enforcement: Limitations in the legal structure and a perceived lack of autonomy for the central bank (Bangladesh Bank) weaken its ability to supervise banks effectively, enforce prudential norms, and penalize defaulters.

Lack of Transparency and Accountability: Private Commercial Banks (PCBs) often operate as closely held entities with limited disclosure and accountability, making it easier for insider lending and corporate fraud to occur.

Dominance of Family Ownership: Corporate ownership structures are often dominated by family members, which can lead to conflicts of interest and a focus on self-interest rather than the bank’s health and depositors’ security.

Steps for Improvement

To strengthen the banking sector, comprehensive reforms centered on good governance are required:

Strengthen Central Bank Independence: Upholding the autonomy and decision-making authority of the Bangladesh Bank, free from political and administrative interference.

Reform Board Appointments: Ensuring that board members, particularly independent directors, are appointed based on qualifications and professional expertise, and act as genuine advocates for all stakeholders.

Enhance Legal and Regulatory Frameworks: Updating the Bank Company Act to reduce political influence in loan decisions, and introducing a robust framework for bank resolution to deal with failing institutions decisively.

Increase Transparency and Disclosure: Mandating strict adherence to international standards like BASEL III for loan classification and capital adequacy, and ensuring regular, publicly available reports on bank health.

Hold Accountable: Establishing a strong political commitment to penalize loan defaulters and prosecute those involved in financial crimes, regardless of their influence.

Good governance is not just an aspirational goal but a necessary tool for the stability, integrity, and long-term vitality of Bangladesh’s banking sector.

Would you like to learn more about the specific principles of corporate governance most relevant to the banking sector?