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The two-step flow of communication model hypothesizes that ideas flow from mass media to opinion leaders, and from them to a wider population. It was first introduced by sociologist Paul Lazarsfeld et al. in 1944 [ 4 ] and elaborated by Elihu Katz and Lazarsfeld in 1955 [ 5 ] and subsequent publications. [ 6 ]
In his article "The Two Step Flow of Communication", Elihu Katz, [13] [14] found opinion leaders to have more influence on people's opinions, actions, and behaviors than the media. Opinion leaders are seen to have more influence than the media for a number of reasons.
The multi-step flow theory assumes ideas flow from mass media to opinion leaders before being disseminated to a wider population. This theory was first introduced by sociologist Paul Lazarsfeld et al. in 1944 and elaborated by Elihu Katz and Lazarsfeld in 1955.
Lazarsfeld introduced the idea of the two-step flow of communication [11] in 1944. Elihu Katz contributed to the model in 1955 through studies and publications. [12] The model of the two-step flow of communication assumes that ideas flow from the mass media to opinion leaders and then to the greater public.
Subsequent work in the social sciences employed a variety of methods to assess the media’s power to change attitudes and behaviors such as voting and violence. Sociologists Elihu Katz and Paul Lazarsfeld introduced the concept of a two-step flow in communication, which suggested that media influence was moderated by opinion leaders. [4]
Elihu Katz (Hebrew: אליהוא כ"ץ; 21 May 1926 – 31 December 2021) was an American-Israeli sociologist and communication scientist whose expertise was uses and gratifications theory. He authored over 20 books and 175 articles and book chapters during his lifetime and is acknowledged as one of "the founding fathers of regular television ...
By the 1950s, there were increased concerns about the power of the mass media, and with Elihu Katz, Lazarsfeld published Personal Influence, which propounded the theory of a two-step flow of communication, opinion leadership, and of community as filters for the mass media.
Elihu Katz, Jay Blumler, and Michael Gurevitch synthesized that UGT's approach was focused on "the social and psychological origins of needs, which generate expectations of the mass media or other sources, which lead to differential patterns of media exposure (or engagement in other activities), resulting in need gratifications and some other ...