AQA GCSE Media Studies · 8572
Paper 1, Paper 2
Revise: Active and passive audiences, interpretation and responseKatz and Lazarsfeld’s two-step flow model highlights influence through other people: media messages reach an opinion leader, who selects, interprets and passes them on. Marcus Rashford or Kim Kardashian can be considered as potential opinion leaders for particular audiences. Their influence depends partly on whether people trust them; it does not extend equally to everyone.