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The Two-Step Flow of Communication
“A mass message may reach you through the person your group listens to.”
01 / SUMMARY
In short
The two-step flow proposed that media and messages also influence through opinion leaders and interpersonal ties. Later research finds more steps, feedback, and roles that vary by issue.
03 / SCENE
In the wild
A public-health guide becomes relevant when a local organizer interprets it and answers questions within a network.
04 / LIMIT
The limit
Not all communication takes exactly two steps, and opinion leaders are not permanent authorities on every topic.
FINAL NOTE
What remains
Map who translates the message for each community and which trust sustains that role.