Varia Ranah - Sorotan Ilmiah Perkhidmatan Awam

531 Varia Ranah: Sorotan Ilmiah Perkhidmatan Awam The two-step flow communication theory explains that most people form their opinions under the influence of opinion leaders who are influenced by the information from the mass media. The theory depicts that ideas flow from mass media to opinion leaders, and from them to the lower-end media users. It is often that opinion leaders deduce the information derived from their own interpretation of information in addition to the actual media content. Therefore, these opinion leaders give semantic representation to the news or information gathered from the mass media and relate it to the reality and biasness according to individual ideology. The two-step flow communication model shown in figure 1 below. Figure 1 : Lazarsfeld & Katz (1957) Two-step flow model According to Muller (2019) in statista, internet users in Malaysia are about 25.4million users in 2018. In relevance to that, Wong (2018) states that Facebook has 16.8M users, YouTube has 16.6M users, Instagram has 11.8M users, Google+ has 7.7M users, Twitter has 7.2M user, LinkedIn has 4.6M users, and Pinterest has 2.4M users. However, there is a tendency of overlapping accounts as one user may have multiple IDs on different media platforms. The vast usage of social Semantic representation and interpretation of information may not be straight forward and are subjected to the perception of reality by individuals