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 transfer 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 are followers and masses 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 & His Empirical Research

In 1948, Paul Lazarsfeld, Bernard Berelson, and Hazel Gaudet distributed The People’s Choice, a paper investigating the voters’ basic leadership forms amid 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 vote for his rival.
  • Crystallizers had not chosen an applicant in May, but chose by November.
Interview
  • The detailed questionnaire that allocated with acquaintance to 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 adapts
  • He couldn’t find any indication that 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 dealings 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, scholars think the two-step flow of communication theory proposes that interpersonal communication is more effective than mediated distance communication.

Inverted Pyramid Style of News Writing Examples With Pros & Cons

Inverted Pyramid Style of News Writing Examples. Inverted Pyramid Journalism. Advantages and Disadvantages of the Inverted Pyramid.

Inverted Pyramid Style

Inverted Pyramid Style refers to the hierarchical structure of news writing in which essential information is presented before the non-essential info in the news story. According to the Inverted pyramid style, the most essential info goes to the top, following the less important information. Many readers read only the main point of the news mentioned in the news lead section.

The mass media journalist comprehensively follows an inverted pyramid style to write a news story. It assists writers in illustrating the most crucial information on top of the news. This style prioritizes newsworthy information to write a news article, telegraph, blogs, editorial-column, and sometimes feature articles in journalism. It is one of the most effective strategies to grab readers’ attention to read the whole story.  Sometimes, authors follow the inverted pyramid formula to review journal articles in analyzing the findings and accuracy of the study. However, researchers identify both advantages and disadvantages of the inverted pyramid style.

Inverted Pyramid History

The inverted pyramid style has been used since the invention of the telegraph in 1844. Samuel F. B. Morse invented the telegraph in 1840. However, the written message was sent for long-distance interaction in 1844. People followed the inverted pyramid style to send breaking news through telegraph to inform others. They put essential info on top, following the non-essential information. Nowadays, journalists follow this inverted triangle style to report stories in the different types of journalism, including print, broadcast, and digital.Inverted Pyramid Style

The inverted pyramid describes a triangle diagram pointing down feature, which is an inverted triangle writing style. The broader part of the pyramid goes top, and the narrow section goes down. It indicates that the essential news goes up to catch the reader’s attention.

Inverted Pyramid Model

The inverted pyramid framework contains three segments: the lead: the most newsworthy information; the body: essential details; and the tail: background info.

1. The Lead: Most Newsworthy Information

The Lead includes the most newsworthy information, followed by the 5w and 1h of report writing style. The journalist should answer the six questions (who,  what, where, when, why, and how) to report the story. This information attracts the audience to read the entire story; hence, the writer keeps the most newsworthy words on the top of the news. The Lead segment includes around 30 words and 1-2 paragraphs. A good news lead must enclose 5w’s and 1h report writing formula. The readers can stop reading at any time; therefore, journalists put an essential fact on top of the report.

2. The Body: Essential Details

The body represents the detailed information to expand the story. It also extends the news lead to provide more background details. The main issue is illustrated in this section. It is a broader part of the report where details info is explained. The body explains the issue elaborately; therefore, it is a long paragraph.

3. The Tail: Background Info

The tail is the last part of the news report. It includes background and additional information to the story for readers. The background information keeps readers engaged with the news for a long time. The editor cuts unnecessary info from the news bottom.

In journalism, the inverted pyramid style is a strategic story structure where the most important details are presented first. The report’s 5w and 1 h questions appear at the story’s beginning, followed by supporting details and background information.

Inverted Pyramid Style of News Writing Examples

This example of an inverted pyramid style of news writing presents how to write a news article concisely including the lead, body, and tail. This example also includes a heading, byline, news lead, and conclusion. It is a news writing example for students based on an inverted pyramid framework.

A Colorful Celebration of Malaysia’s National Day
By: M M Kobiruzzaman

UPDATED AUGUST 31, 2022, 12:13 AM

The Lead: Most Essential Info

KUALA LUMPUR – Malaysia’s 65 National Day parade brought a massive crowd to Dataran Merdeka, Independence Square, located in Kuala Lumpur’s capital.  Around 100,000 visitors participated in the celebration on Wednesday (Aug 31) after a two-year break due to the COVID-19 pandemic.

Communications and Multimedia Minister Tan Sri Annuar Musa expressed that we are surprised to see overwhelming civilian participation in the celebration. He also mentioned that around 20,000 participants joined the parades to run the show smoothly.

The Body: Details and Essential Info

Prime Minister Datuk Seri Ismail Sabri Yaakob participated in the ‘Ambang Merdeka 2022’ program at Anjung Floria with family members to celebrate the 65th National Day. The Federal Territories Minister Datuk Seri Dr. Shahidan Kassim, Deputy Datuk Seri Jalaluddin Alias, Senior Education Minister Datuk Dr. Radzi Jidin, and Transport Minister Datuk Seri Dr. Wee Ka Siong also joined the program held present 4. At midnight, the national anthem ”Tanggal 31 Ogos”and patriotic songs reverberated through the Dataran Merdeka ground—the civilians shouted to usher the occasion cheerfully.

The 31 August is the official Independence Day in Malaysia, also known as Hari Merdeka. People celebrate this day with respect and joy to commemorate the Declaration of Independence on 31 August 1957. After two years, people celebrate Malaysia’s 65th National Day, full of patriotic spirit and amusement.

The most fantastic event was displaying fireworks for five minutes that lit up the Kuala Lumpur sky. The program has been blessed by the clear weather influencing people from all walks of life to cheer the crowd.

Earlier, many famous local artists such as Ella, Haqiem Rusli, Man Bai, and Ameng Spring performed to treat the crowd. The most local point in Kuala Lumpur, including KLCC and Botanical Gardens, was flooded with thousands of people to commemorate National Day.

The Tail: Additional Info

However, the gathering of thousands of people caused heavy traffic surrounding the area of KLCC. Kuala Lumpur police managed to control heavy traffic and ensured participants’ safety and security.

Inverted Pyramid Style of News Writing Example For Students
Advantages and Disadvantages of Inverted Pyramid Style of News Writing

The inverted pyramid is used chiefly globally in traditional print journalism frameworks for news writing. It organizes the news story chronologically and presents the news’s main point in the first paragraph, including facts and evidence. The inverted pyramid style of news writing has advantages and disadvantages in news writing.

Advantages of the Inverted Pyramid News Writing Style
Facilitates Editor

The editors can modify the headline easily if it is necessary. The headline should be based on the main point of the story. Hence, the editor can rewrite the headline based on the news lead, and they do not need the whole report. Sometimes, editors cut unnecessary info from the news tail. The inverted pyramid style assists them in modifying news quickly.

Improve Writer Performance

The inverted pyramid style improves the author’s news writing performance. It shows them a chronological way to publish news easily. This model applies to all types of news writing, so authors follow the same structure regularly. It certainly saves time to write and deliver news content.

Improve Reader’s Comprehension

The reader can easily understand the whole topic while reading the news lead. The inverted pyramid suggests following the 5w and one h writing style, making the feature more attractive to readers.

Represent the Fact

The inverted pyramid news writing style represents the story’s facts in chronological sequence. It assists the author in identifying the uninteresting factors and separating them accordingly.

Save Time

The reader can understand the entire news story by reading the news lead so they can decide whether to read it. They can avoid the news if the story is not essential or relevant. So it does not tire the readers.

Improve News Values

The inverted pyramid journalism certainly improves newsworthiness and news values. This model is applicable to all types of journalism, including Personal influence, Controversy, Suitability, Impact, and Bizarre.

Increase Revenue

The inverted pyramid news style encourages readers to narrow down to read the conclusion. The audiences spend more time online on news portals; therefore, it increases revenue.

Disadvantages of the Inverted Pyramid News Writing Style

The inverted pyramid style represents the main ideas on the top of the news; therefore, many light readers read the headline and lead and leave it. It cannot hold the audience on the same report for long.  Hence, the most significant cons of the inverted pyramid style are that it provides the primary information o  top and releases the audience.

No Suspense

This model does not influence to make suspense, but many readers find uncertainty in news stories. It demotivates readers from reading the news due to the suspense.

No Creativity

The writers can follow the same style to write all types of news. So, there is less opportunity to emphasize the author’s creativity. It does not influence writers to implement creativity.

Formulaic

It can tell the readers that reports are generated in the same formula. A backward style gives more value to the structure rather than facts.

No Beginning

The story has no beginning or end. It focuses on the basic rules of the inverted pyramid style while writing news rather than the beginning point of the story. It demotivates journalists to write the story from the beginning point.

In conclusion, despite the advantages and disadvantages of the inverted pyramid style of news writing, most journalists, directly and indirectly, utilize the inverted pyramid style for report writing. Also, blogger follows this strategy to write creative, educational, and feature articles.