Multi step flow theory

Multi step flow theory

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  The multi-step flowtheory The multi-step flow theory assumes that ideas flow from mass media to opinion leaders before being distributed to a wider population. It is a part of media influence theory. This theory was first introduced by Paul Lazarsfeld in 1944 and was elaborated by him and Elihu Katz in 1955. It is also known as Diffusion of Innovations theory. Concept: The Multistep Flow of Communication theory is an improvement over the Two-Step Flow of Communication Theory. It tries to overcome the limitations of the previous theory. The multiple-step flow goes through several "channels" of interpretation before it finally gets to the intended or targeted user. According to it, opinion leaders interfere between the media’s direct message and the audience’s reaction to it. Opinion leaders influence others to change their attitudes and behaviors more quickly than formal media because the audience is able to relate to an opinion leader than an article in newspaper or news program. It can be understood with the help of a diagram: Figure shows that:  In Step 1a and 1b information from mass media flows simultaneously to the Opinion Leaders, Opinion Receivers and Information Receivers. Opinion Seekers are those who ask information and advice from Opinion Leaders. Information receivers are those who neither influence nor are influenced by others. Opinion receivers receive information in two ways; 1) They receive information directly from mass media; and 2) They receive "processed and interpreted" version of information from opinion leaders.  In Step 2, both information and influence are transmitted from the Opinion Leaders to the Opinion Receivers.  Step 3 shows the two-way exchange and transfer of information and influence from Opinion Receivers to Opinion Leaders. Influence can be multi directional and not necessarily be downwards. Influence can be upwards or even backwards towards the media as well. The influence could also be peer to peer where audience with similar opinion share insights with each other. Information reached to a member of audience can be direct or second hand, third hand or even fourth hand. Many a times, the information reaches the mass audience in a totally different form from the original piece of information. Everyone who passes the information adds his or her own interpretation to it giving it a new meaning. Examples:  Former Vice President, Al Gore utilized the multi-step flow theory to gain support for his non-profit organization, The Climate Project. He recruited individuals who were educated on environmental issues and had the ability to be influential in their community, friends and family. He then trained his opinion leaders on the information he wanted them to distribute. This ultimately enabled them to educate many Americans about The Climate Project and Gore’s overall ideas about climate change.  The rise and fall of fashion trends on the market, the media chooses an accessory and advertises it to be 'in fashion', fashion designers are exposed to this information by the media, they then take it and pass it on to the masses. Soon enough the accessory is being patronized by the masses and viewed by the mass as a trend. Conclusion: Theory states the flow of communication as multi-stepped in nature. It depicts the flow of information from the mass media as a multistep flow. Keeping in mind the shortcomings of previous theory, it proposes that information and influence are a two-way process. Opinion Leaders can both influence and are influenced by Opinion Receivers. It is important to note that both two-step and multi-step flow theories clearly discredit the direct influence of mass media because of external influences and social relations of audiences.