<P> The two - step flow of communication model says that most people form their opinions under the influence of opinion leaders, who in turn are influenced by the mass media . In contrast to the one - step flow of the hypodermic needle model or magic bullet theory, which holds that people are directly influenced by mass media, according to the two - step flow model, ideas flow from mass media to opinion leaders, and from them to a wider population . </P> <P> The theory is based on a 1940s study on social influence that states that media effects are indirectly established through the personal influence of opinion leaders . The majority of people receive much of their information and are influenced by the media secondhand, through the personal influence of opinion leaders . </P>

What is the two step flow theory media