Why might a church, trade union, or sports fan group influence people more than mass media?

Groups such as churches, trade unions, and sports fan clubs often exert more influence than mass media because they function as reference groups where individuals feel a sense of identity, belonging, and emotional security. While mass media can feel impersonal, distant, or even untrustworthy, these social organizations provide a "warm" environment where people feel understood and protected.1

This influence is explained by several sociological factors:

• Interpersonal Trust: According to the two-step flow model of communication, information is often filtered through "opinion leaders"—trusted individuals within one's social circle—rather than consumed directly from media outlets.2
• Social Conformity: People naturally adjust their attitudes to align with the prevailing views of the groups to which they belong, such as their family, workplace, or religious community. This social pressure is a powerful predictor of behavior and belief.32
• Psychological Reassurance: Individuals often seek out communications that reinforce their existing beliefs rather than challenge them. Reference groups provide this validation, making their members more receptive to messages that align with the group's shared values.1

By influencing the leaders of these groups, propagandists can create a "social relay" that amplifies their message far more effectively than impersonal mass communication.1