Blog Two

In today’s digital age, we still follow the Two-Step Flow Theory. Influencers act as modern opinion leaders, shaping how information spreads across platforms like TikTok and Instagram.

From Opinion Leaders to Influencers:

How the Two-Step Flow Theory Shapes Gen Z Media

By: Javelle McKenzie

As part of Gen Z, I consume more content on Instagram and TikTok than I do traditional news. The idea that the media doesn’t influence us directly, but through opinion leaders, makes a lot of sense. Today, the opinion leaders in the Two-Step Flow Theory are more than likely influencers, and instead of reading the newspaper, we are given algorithms. This theory is more relevant than ever because our idea of opinion leaders has changed. We no longer only rely on political leaders, but we also may turn to someone on the internet who shares the same values as us.

From 1940 Elections to the Digital Age

During the 1940 presidential election, researchers wanted to understand how voters formed opinions. Lazarsfeld, Berelson and Gaudet conducted 15 different interviews with 2,400 members to see if the media had any influence in the way they were voting. This study revealed that many individuals spent their time talking about politics with other people instead of consuming political media. This observation is what led them to the Two-Step Flow Theory. These leaders consumed more media and interpreted it for others to follow. In many ways, this sounds familiar. The only difference is that today, our opinion leaders are online and can be anyone with a following.

Caption: Visualization of the Two-Step Flow Model showing media flowing to opinion leaders before reaching the public.

Citation: https://upload.wikimedia.org/wikipedia/commons/9/92/Two_step_flow_of_communication.png

Influencers are the New Opinion Leaders

In today’s society, influencers can qualify as our new opinion leaders. Many individuals follow different influencers and can be swayed by them. Unlike traditional news anchors, influencers build personal relationships with followers. This personal connection is what makes influencer culture so powerful.

Gen Z often distrusts traditional media or rely on the media given to them by opinion leaders because it is more convenient. Instead of watching news broadcasts, we often rely on creators to summarize, interpret or react to information for us. These influencers don’t just repeat information, but they also explain it more efficiently for their audience. They filter the information given to them, add personality and frame issues through personal experiences.

Unlike the 1940s, influencers are amplified by algorithms. Artificial intelligence systems on platforms like TikTok and Instagram decide what people should see. From a PR perspective, this is very interesting. Brands will intentionally partner with influencers because they understand that audiences are more likely to trust a familiar face than a corporate advertisement. Companies will tell the influencer their message and trust that the influencer will interpret and share it with their followers in a persuasive way.

Caption: Modern influencers function as digital opinion leaders.

Citation: https://www.emarketer.com/topics/storage/33f06bed64e74b335aa4b7138c92a012/272339

How Two-Step Flow Evolves in the Age of AI

AI plays a major role in shaping the Two-Step Flow Theory. Some influencers are not even human, or hide behind an AI generative voice/persona. These AI influencers can also promote products and shape conversations online. Bots add to this theory by posting messages that can boost the product's reputation and change the audience's mind.

At the same time, direct and indirect influence coexist. Some individuals still look for traditional journalism and can form their opinions entirely on their own. Others rely almost entirely on creators to interpret news for them. A lot of individuals sit in the middle. The blending of direct media consumption as well as having an influencer's opinion shows that the Two-Step Flow Theory has expanded over the years.

As the media continues to evolve with AI, the way influencers pass information is very important. In the future, the platforms may change but the main idea will still remain and that is that people are influenced by those they trust.

About the Author

Javelle McKenzie is a public relations major at the University of North Texas, minoring in Marketing. She aspires to work in the film industry and is currently writing her own fantasy novel. Writing and storytelling have been central to her identity, beginning with a high-school broadcasting class. When she’s not writing, Javelle enjoys drawing, playing video games and watching movies.