What is Two Step Flow Theory?
The theory of two-step flow of communication, as the theory of language and information exchange, was put forward by Lazarsfeld et al. in 1948 on the basis of the study of electoral behavior. It is believed that the influence of mass communication on people is not direct, but a secondary communication process. Influences from the mass media first reach opinion leaders, who then communicate what they read and hear to the people they influence.
In this blog, we’ll delve into the Two-Step Flow Theory and illustrate it with a real-world example.
Example: The Rise of Sustainable Fashion
Sustainable fashion has been a growing trend in recent years, driven by environmental concerns and ethical considerations. The adoption of sustainable fashion practices is an excellent example of the Two-Step Flow Theory in action.
Step 1: Mass Media Influence
Fashion magazines like Vogue, The Good Trade, and Forbes, along with TV shows like Making the Cut and Next in Fashion, and online sites such as BARZA and Conscious Fashion Collective, elevate sustainable fashion. They spotlight its environmental impact, endorse eco-friendly brands, and amplify celebrity voices for sustainable choices, introducing this concept widely.
Step 2: Opinion Leaders’ Influence
Fashion-conscious opinion leaders with a sustainability focus actively engage through blogs, social media, or personal networks. They interpret mass media info for followers, acting as influential intermediaries in the fashion-sustainability realm.
There are some celebrities supporting this type of fashion:
EMMA WATSON
Emma Watson, UN Ambassador and acclaimed actress, champions sustainable fashion. Embracing “The Green Carpet Challenge” in 2015, she wore sustainable attire exclusively on red carpets, documented on her IG account “The Press Tour.” Watson advocates for sustainable fashion through “Feel Good Style” and collaborates with “People Tree” for fair trade collections from upcycled fabrics.
LIVIA FIRTH
Livia Firth, dubbed “The Queen of the Green Carpet,” champions eco-friendly fashion through the Green Carpet Challenge (GCC) since 2009, involving luxury designers like Valentino. As Eco-Age’s Founder, she fosters brand sustainability, receiving UN recognition for her impactful initiatives.
Conclusion:
The Two-Step Flow Theory reminds us that influence is often a collaborative effort, with opinion leaders playing a crucial role in shaping public opinion. In the case of sustainable fashion, it’s clear that mass media and opinion leaders have worked together to create a positive shift in consumer behavior. Understanding this theory can help us appreciate the complexity of how ideas and information spread and how they ultimately influence our choices and behaviors.
References:
- Two-step flow of communication (wikipedia)
https://en.wikipedia.org/wiki/Two-step_flow_of_communication
2. Emily Farra, 2017
https://www.vogue.com/article/sustainable-fashion-forward-designers-to-know-earth-day
THE GOOD TRADE (2023):
https://www.thegoodtrade.com/features/fair-trade-clothing/#:~:text=The%20Good%20Trade%20editors%20endorse%20products%20we%E2%80%99ve%20personally,every%20day%20and%20in%20what%20kind%20of%20conditions%3F
FORBES:
Nicola Fumo, 2023
https://www.forbes.com/sites/forbes-personal-shopper/article/best-sustainable-clothing-brands/
3. Brea Cubit, 2017
https://www.popsugar.co.uk/fashion/best-fashion-reality-tv-shows-47474637
4. Emily Farra, 2017
https://www.harpersbazaar.com/uk/fashion/g34893138/multi-brand-sustainable-shops/
Conscious Fashion Collective:
https://consciousfashion.co/guides/top-conscious-fashion-online-stores
5. Celebrities who supporting eco-friendly fashion (2020):
https://www.veerah.com/blogs/sustainable-fashion/5-celebrities-who-are-turning-the-fashion-tide-with-sustainable-fashion
What an excellent blog! You are good at combining the theoretical concepts learned in class with your topic . I really like the link you added to the article, which allows me to quickly read your material. The concepts and case studies you gave are also detailed, thank you for sharing！
It’s so great to apply the two-step flow theory to examples that are closer to our daily lives to help with understanding! However, I think two-step flow theory would be somewhat outdated in the modern application, for example, in the example you gave, the theory ends after the celebrity promotes the brand to the public. There seems to be a lack of feedback from public. I wonder what you think about that?