“Horizontal” Two-Step Flow: The Role of Opinion Leaders in Directing Attention to Social Movements in Decentralized Information Environments

Abstract

ABSTRACT The increasing ubiquity of online social networking sites has brought with it questions as to whether old models of communication flows—specifically, the two-step flow model—have potential explanatory power in an era when individuals can follow politicians, celebrities, and other opinion leaders. We expand research using two-step flow to explain attention in the new media ecology by accounting for what we term horizontal two-step flow, wherein non-media actors leverage the influence of online opinion leaders, who may include traditional news media actors, to attract attention to their messages. Using the political fight over repeal of the Eighth Amendment of the Irish Constitution, we examine engagement with communication messages from pro- and anti-repeal organizations in the country, demonstrating that the horizontal two-step flow model of communication explains attention to social movement organizations. In particular, we find that opinion leaders—those with high social influence on Twitter, either via verified status or high degree centrality—increase the diffusion of social movement messages beyond movements’ social media follower bases.