The Two-Step Flow Theory: Cross-Cultural Implications

Some of the major components of the original theory by Paul F. Lazarsfeld, B. Berelson & H. Gaudet (THE PEOPLE'S CHOICE, 2nd Ed, New York, NY: Columbia U Press, 1948) on the 2-step flow are reviewed, theoretical additions & modifications provided by later res'ers are discussed, & attention is called to the possible utility of the theory in development oriented COMM studies. Little Is found in Lazarsfeld et al's theory to explain the COMM process, although Johan Arndt (see SA 0828/D9414) noted some confirmation of the theory & P. J. Deutschmann ('A Machine Simulation of Information Diffusion in a Small Community,' Mimeo of Programa Interamericano de Information Popular, Sep, 1962) reached some important conclusions re applying the theory to developing societies. In general, the 2-step flow hypothesis appears to explain very few COMM situations & is likely too simplified a concept to be of great use in explaining the process of COMM. It can perhaps best explain some COMM situations involving influence -where opinion leaders influence followers & use information gained via the MM. Res does not tell about the optimum level of operation of this concept. Further res is needed which would separate the relay function from the influence function, study the role of information & the role of personal influence as they both relate to the COMM of information through interpersonal channels, & examine the extent to which gatekeepers can be created by providing people with new information & the extent to which such new gatekeepers then become opinion leaders. Ideas about the flow of information must be reevaluated & the type of information being transmitted & its utility to the receiver must be considered. M. Maxfield.