The Hypodermic Needle Model and the Two Step Flow

The hypodermic needle model is the theory that the message of the media is simply just accepted by the viewer of it and they believe everything that they see. This theory is rooted in the 1930s before mass media was developed as a concept and is considered obsolete today because more recent theories have distributed its findings. It would on'y work if all of the audience was considered passive and since the development of mass media we know not all of the audience are passive because we can read peoples opinions of media products online and in magazines. 

Two step flow is a media concept that was developed "post" the hypodermic needle model. It is widely accepted by the current media market as the way the system works. Two steps are present in this system ; first opinion leaders receive all of the information available and then they filter their interpretations of the stories through to the audience. This theory demonstrates that opinion leaders are very influential in changing people's attitudes and behaviour as they control the information flow that the general public receive. Opinion leaders can be from several groups of people; musicians, politicians and TV executives, all of these are examples of opinion leaders.