Audience Theory

The two-step flow model was developed in the 1940s because the hypodermic needle theory was considered too simplistic, assuming the audience consumed media without thinking. The two-step flow model instead suggests the audience are influenced by ‘opinion leaders’ in the media who mediate how the audience react to media texts. The theory suggests the media is not all-powerful and that social factors are important.

In my opinion, I think the two step flow theory is still very relevant in today's society as people such as celebrities have a big impact on audiences' opinions on different types of media. As celebrities have great followings and massive fan bases, there is a huge number of people who think take a lot of interest in their opinions, which may have a positive or negative impact on certain media texts.

 

 

TotalBicuit, The Cynical Brit, is a you tube blogger who gives his opinions on different video games. He is fits into the two step flow theory as he has a wide fan base with almost 2 million subscribers and influences their opinions using his you tube videos. Subscribers watch his videos to find out whether the particular game he reviews, is worth buying which further shows how much influence he has over his subscribers. Although TotalBicuit, The Cynical Brit, is someone who only gives his opinions, many people rely on his opinions to tell them whether they should buy a game or not as he can be considered as a  celebrity with his huge fan base. 

This article shows that  One Direction and other popular celebrities, have a greater twitter following than many important politicians. This shows that in comparison to politicians, successful celebrities have a greater impact on what the public thinks as more people follow them on twitter, a social networking site that allows people to 
openly express what they think. It fits the two step flow as it shows that, through 
twitter, celebrities influence their fans with their particular views and opinions.