Two-Step Flow Theory.

The theory was introduced by Paul lazersfeld, Bernard Berelson and Hazel Gaudet in 1994, it was introduced in the Peoples choice as it was used for a study focused on the process of decision making during a presidential election campaign.

The theory divides the information into two distinct stages. Firstly, individuals (Opinion Leaders) who pay close attention to the mass media an its messages receive the information. Opinion leaders pass on their own interpretations over the original information making the information more an more obsolete as the information gets passed on to person after person.

This theory improved the understanding of how the mass media influence decision making. The theory refined the ability to predict the influence of media messages on audience behavior, and it helped explain why certain media campaigns may have failed to alter audience attitudes and behavior.
The Two-Step flow theory gave way to the Multi-Step flow theory of mass communication or difusion of innovation theory.

This could be an example of some (Opinion Leaders) and a speaker, these people could go and tell their friends part information that this speaker has told them and add there own opinion on to, this will make the information personal, and if the information is passed on it will have more and more opinions added on.