Media influence on voting behavior: A study in the context of two-step flow theory

This study focuses on the impact of media channels and opinion leaders on voting behavior within the context of generational and gender-based differences in today's media ecosystem. Grounded in the theoretical framework of the Two-Step Flow of Communication Theory, the research questions the contemporary relevance and potential transformation of the model in the age of new media. In-depth interviews were conducted with a total of 24 participants - three women and three men from each of the Baby Boomer, X, Y, Z generations - to enable a comparative analysis across generations and genders. Data were evaluated through descriptive analysis and structured around seven main themes. The findings indicate that younger generations tend to rely more heavily on social media platforms, digital opinion leaders, and multi-source information practices during their decision-making processes, while trust in and engagement with traditional media have significantly declined. In contrast, older participants continue to exhibit loyalty to traditional media habits and ideological alignment. Gender-based differences also emerged: female participants adopted a more cautious and socially engaged approach, whereas male participants were more likely to exhibit individual and, at times, directive attitudes. Ultimately, the study concludes that the Theory has evolved into multi-step, network-based, and algorithmically shaped forms in the digital era. Voting behavior, in turn, is revealed to be a multilayered process shaped by generational identity, gender, media types, and modes of information flow.