Apply the Two-Step Flow Theory

 


I want to start by saying that I am a complete news addict. For the last five years, my life has, for the most part, has been consumed by news. You name a news outlet, probably been through my list of must-see television. Promise, not even picky either I have no bias. Of course, I prefer to watch news that matches my belief system. Although, there are times I’ll switch to that other news network to see how the other views points are. During undergrad, my political science professor said constantly watching networks that only reaffirm your bias without seeing what the other side says will not give the full picture. At the time, I thought, why would I want to watch Fox News? Or any network that likes to present their version of “facts.” Now a lot of people would say that happens with any news outlet. Networks push their beliefs on audiences they know that the majority of viewers agree. 

This key of knowledge known by news outlets is the reason why the Two-Step Flow Theory works so well. The theory suggests that the diffusion of information goes through opinion leaders before reaching the audience (Evans, 2021). Opinion leaders can be anyone your favorite news anchor, author, or even that IG influencer you follow religiously because you agree with their insights. Opinion leaders will pay attention to news generated to spread it to audiences they know to trust what they say. I would like to believe I don’t fall into the Two-Step Theory, but we all know that’s not true. My method of gathering my daily news intake is watching outlets such as CNN and MSNBC daily.  I’m also a huge fan of NPR. Most of the news I repeat to other people comes from NPR because of the reputation of unbiased fact-based journalism. 

As much as I love NPR, I also like receiving information from journalists that look like me as well. For example, news anchors such as Joy Reid from MSNBC, the first black women to have a primetime show on a cable news network (https://www.vogue.com/article/joy-reid-msnbc-makes-history-black-cable-news-anchor). Tiffany Cross, a news producer turned author turned news anchor that now has a show on Saturday mornings. Formerly the Saturday time slot of Joy Reid. Both women have reputations for delivering fact-based news to their audiences on and off the air. Both have huge social media followings and also do interactive videos to connect with viewers. 

Thanks to NPR and the ladies mentioned, I can share countless pieces of information with my friends via social media. While also adding my analysis to what I have learned. Even though I still that people should always vet the information given. I feel that this should be a part of the theory as well. Yes, audiences should be able to trust what an opinion leader says. However, putting blind trust into opinion leaders and solely going off of their word keeps us in the current political climate we have been in for years now. 


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