Last week we discussed the hypodermic/bullet theory, which described the media’s power in singlehandedly impacting the audience through a single source.
The advancement of technology and social networks, however, have since transformed the way we receive information. The two-step theory emphasizes that information flows from mass media to dedicated opinion leaders. These leaders consume information and filters out what they think is important or crucial to know. The leaders then distribute the information to their audiences or “opinion followers”.
Source: Media-studies.com
Direct news isn’t so direct anymore
Nowadays, it’s common to hear people vaguely citing information they heard from a podcast, YouTube videos, TV commentators, and so on. The information they get is filtered through the lens of someone else before it gets to the audience. This flow of information can be dangerous in a world of fake news—opinion leaders can have large followings despite a lack of credibility or research. There can be extreme bias in how opinion leaders reiterate news that can mislead the audience and quickly become a game of he said, she said.
“If this theory is true, that means people are no longer searching for fact. It means they are searching for someone they trust and they’re getting a skewed perspective.”
For example, TV commentators like Trevor Noah and Steven Colbert are popular commentators on politics and current events. Their audiences tune in to hear their take on certain situations and might be swayed by what they say. Another instance could be YouTubers or “influencers” on Instagram recommending skincare products to their audiences.
“Today you might know opinion leaders as social media influencers. These are people on Twitter, YouTube, or Facebook that have a lot of [followers]. Brands will pay a lot of money for them to promote their products.”
Modernizing Consumption for Accuracy
As someone who works in the communications field and as a person who aims to be a conscious consumer, I use a few methods to check my news for accuracy.
Scan news outlets directly
Find 3-4 objective news sources to follow. Turn on notifications on your phone or laptop to see breaking news in real time. With this method you will get information straight from the source instead of risking misinformation by having the content be filtered.
Follow news outlets on social media
According to Obada and Dabija, about 53% of all adults in the United States say they read news view social media “frequently” or “often.”
The nature of sharing digital content has made it easier for people to discover news while scrolling through apps and browsers. By choosing to follow the social accounts of news sources, that is another way to get news from the source rather than seeing a misconstrued version in a meme or screenshot of a tweet.
Ensure opinion leaders have credibility
If you were to follow opinion leaders, make sure that they are credible. For example, if I see content about tips on having a healthier diet or mental health, I will look further into the individuals background.
Are they an expert or professional in the field?
Which of their experiences make them qualified to speak on the topic?
Have they had a long history of working in this industry to answer these questions?
These methods will help you reach a middle ground on how to consume media responsibly while staying informed. Happy researching!