Media Model: Two Step Flow Model

Question 1

What is the Two Step Flow Model?

Answer 1

Opinion Leaders interpret media messages and pass on the interpretation to their audience, in which the audience internalised and agrees with the interpretation

Question 2

Is the audience passive or active?

Answer 2

Somewhat active

Question 3

Why is the audience seen as active?

Answer 3

As they have to choose to engage with the opinion leader’s interpretation. This is active interpretation in which they can replicate it.
EVAL - they are following their lead, this can be considered passive

Question 4

What are some A02 examples of opinion leaders?

Answer 4

Jeremy Clarkson. Donald Trump. Molly Mae. Pete and Sophie (Gogglebox)

Question 5

What is an AO2 example of opinion leaders covering an event?

Answer 5

The Sun covering the Hillsborough disaster. Liverpool fans were blamed for the event, the paper accused them of being drunk lunatics.