Two step flow theory:

The Multistep Flow Model says that most people form their opinions based on opinion leaders that influence the media. Opinion leaders are those initially exposed to a specific media content, and who interpret it based on their own opinion. They then begin to infiltrate these opinions through the general public who become "opinion followers".^[1] These "opinion leaders" gain their influence through more elite media as opposed to mainstream mass media.^[2] In this process, social influence is created and adjusted by the ideals and opinions of each specific "elite media" group, and by these media group's opposing ideals and opinions and in combination with popular mass media sources. Therefore, the leading influence in these opinions is primarily a social persuasion.