Communication model according to Lazarsfeld
The model of the two -step flow of communication (two-step flow model) according to Paul Lazarsfeld is a communication model and deals with the dissemination of information through the mass media. According to the original model, the mass media inform opinion leaders in a first step , who pass on the information to the recipients in a second step through direct communication.
The information therefore passes through two stages. The opinion leader takes the position of a multiplier . According to Lazarsfeld's model, the media do not have a direct effect on the mass of recipients ( hypodermic needle model ); rather, their effect is dampened by the intermediate level of opinion leaders and by selective attention to media content. As a result, they are hardly able to change opinions and attitudes, rather they reinforce existing attitudes and convictions.
Lazarsfeld's model was criticized as being too schematic because there are other channels of information as well as the one he describes: Recipients can get information directly or exchange ideas and opinion leaders can also communicate with one another. Another point of criticism concerns the lack of distinction between information flow and influencing . Lazarsfeld then published a revised model of the two-step flow that takes into account some of the criticisms.
Today, instead of rigid role assignments, we assume a network with flexible role assignment. Opinion leadership can depend on the topic, and an otherwise passive recipient can also have a “specialty” in which he exercises opinion leadership. Accordingly, one assumes an area-specific opinion leadership (e.g. with regard to a certain product).
The area-specific opinion leadership is related to several characteristics such as involvement or interest. In particular, the opinion leader is characterized by a high level of innovation , i. In other words, he is enthusiastic about an innovative idea or a new product early on.
Individual evidence
- ↑ See Lazarsfeld, Paul F. / Berelson, Bernard / Gaudet, Hazel (1968) [Original 1944]: The People's Choice. How the Voter Makes up his Mind in a Presidential Campaign . New York, London.
- ↑ See Schenk, Michael (2002): Media Effects Research [2. Edition]. Tübingen. P. 320
- ↑ See on this research area Schenk, Michael (2002): Medienffektungsforschung [2. Edition]. Tübingen. Pp. 320-369
- ↑ See Hoffmann, S .; Wittig, K .; Nienhaus, L .; Müller, S. (2006): Model of area-specific innovation and opinion leadership . In: Dresden Contributions to Business Administration, No. 115/06.