Two-Step Flow of Communication
Version 1.0.0 · Updated 2026-07-30
CORE DEFINITION
Information does not flow directly from media to the mass audience, but in two steps: 1. Media to opinion leaders; 2. Opinion leaders to the mass audience. The interpretation and interpersonal influence of opinion leaders are more important than the media itself.
SCAFFOLDING EFFECT
Reduce cognitive load
- KOL marketing: It's better to win over one KOL than ten thousand ordinary users. Because the public does not trust advertisements (media), but they trust the bloggers they follow (opinion leaders).
Anchor fast decisions
Information first flows from media to opinion leaders, then spreads from opinion leaders to the mass audience, indicating that influence often reaches through intermediary nodes rather than directly.
MINIMUM ACTION
In progress 0/1Practice this model in one real situation:
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Source support: Explicit
- zh.wikipedia.orghttps://zh.wikipedia.org/wiki/%E5%85%A9%E7%B4%9A%E5%82%B3%E6%92%ADverified
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