The Two-Step Flow Theory
In a world where influencers play a significant role in societal standards, do you believe your opinions are shaped by someone else? Who are you more inclined to listen to? Whose opinion matters most to you? Why? According to Mr. Sinn, the Two-Step Flow Theory states that “information goes through opinion leaders before reaching the audience.” This blog post will explore different opinion leaders and their influence on general audiences through three distinct examples.
In 2015, Kylie Jenner announced that she uses lip fillers to get her full lip look. As a result, several teenagers went on social media to share their experience of completing the Kylie Jenner Lip Challenge to obtain lips like Kylie. Challengers placed a cup around their mouths, sucked all the air out to create a vacuum, then removed the cup for full lips. As a result, challengers gained full—and sometimes swollen—lips.
Kylie is known as an influencer and opinion leader to younger generations. Several teens and young adults follow her for makeup tips and fashion advice. Others look up to her as a financial goal after Forbes named her a Self-Made Billionaire. Kylie has spent her entire life in the spotlight as a member of the Kardashian/Jenner empire, and people her age watched her grow up on Keeping Up with the Kardashians. But, good or bad, her following continues to grow, and her opinion matters in the lives of many.
During the rise of the COVID-19 pandemic, President Trump suggested injecting disinfectants into one’s body to combat the virus. As a result, many citizens began to intake bleach and Lysol through their skin and food. According to the American Association of Poison Control Centers, a massive spike in cases were reported following Trump’s implication.
Trump has had a large following for many years, but his followers grew exponentially after his presidential campaign. He is an opinion leader because he disseminates information, whether good or bad, and people trust his word. As a country, we saw the adverse effects of many of Trump’s speeches. However, his opinions hold weight in the minds of many who hang onto his every word.
Beyoncé shook the world with the release of her album Lemonade in 2016. In her song “Sorry,” Beyoncé alludes to her husband’s infidelity and refers to the other woman as “Becky with the good hair.” Fans assumed Becky was Rachel Roy after an Instagram post surfaced with Roy’s caption stating, “Good hair don’t care.” As a result, the Beehive immediately attacked Roy with hateful tweets and death threats. Several of Roy’s posts became overwhelmed with lemon and bee emojis.
Beyoncé is an opinion leader through her music and lifestyle choices. Her influence over the music industry and young audiences is vast. She serves as an icon for women empowerment and is known for touring with an all-female band. Many of her followers look up to her for inspiration and a boost in self-esteem. If Queen Bey can bounce back from a setback, so can I!
In conclusion, opinion leaders can be beneficial or dangerous. They have the option to lead with good intentions or ulterior motives. We all follow opinion leaders who fall in line with our personal beliefs. As an audience, our job is to support those who uplift us and condemn those who seek to destroy.
