tvåstegsflödet

Tvåstegsflödet, meaning "two-step flow" in Swedish, is a model in communication theory that describes how information and opinions are disseminated through a social system. Developed by Paul Lazarsfeld and Elihu Katz in the 1950s, the model posits that mass media messages do not directly reach and influence the majority of the population. Instead, there is an intermediary stage involving opinion leaders.

The first step involves mass media, such as newspapers, radio, and television, transmitting information to a wide audience. The second step is where opinion leaders, individuals who are more attentive to media content and more knowledgeable in certain areas, interpret and relay this information to their social circles. These opinion leaders then influence the attitudes and behaviors of their followers.

This model suggests that personal influence is often more powerful than direct media exposure. Opinion leaders act as filters and interpreters, shaping how messages are understood and accepted by their networks. The effectiveness of this flow depends on the opinion leader's credibility, their relationship with their followers, and the nature of the message itself. Tvåstegsflödet has been influential in understanding media effects, particularly in areas like political campaigns and consumer behavior.