During the past fifty years, communication has undergone significant transformations.  Mass media spreads across radio, print, television, outdoor, and now into the interactive realm.  However, it is interesting to see the importance of Functional Theory and relating theories still today.

While the experts in the past have shown the importance of opinion leaders within the flow of communication, it is important to note that times have changed a great deal as media and advertising have evolved.  By looking at Functionalism in a positive light, we can understand why advertisers may desire to limit their target market to a specific population.  Aiming at the trendsetters and innovators of society has worked well for many companies introducing new products.  It saves a great deal of advertising dollars, and by targeting these niche markets, companies hope to grab the attention of the masses.  They want these opinion leaders to spread the word.  Nowadays it is quite appealing when certain individuals have something that is not readily available to the masses.  The masses then wish to acquire those products and there becomes more demand than would have otherwise been there.

On the other side, we must acknowledge that that the communication world is quite different today than it was even 20 years ago.  We have such a wide variety of media that it is difficult to even comprehend how many exposures the average person is truly getting in a given day.  Even the uncaring population is being exposed constantly whether they wish to be or not.  So, it may be safe to assume that the role of opinion leaders has changed greatly.  Through access alone, and with even the shortest attention span, many of us in society who may have relied on opinion leaders before, are now perfectly able to make decisions on our own.  Advertisers must acknowledge this as well in planning marketing and advertising plans.  If we simply grab the audience when they are there, whether they want to be or not, we can make a lasting impression.  When it comes time for a decision, they will remember the message.  

The ideas involved in Functional Theory are interesting to say the least, and may be a valid part of modern communication research.  the underlying ideas of this theory warrant further study and research today.  However, even as Functionalism went through many evolutions in just its beginning stages, we must welcome new and never before explored theories in the field of communication in the hopes of gaining further learning and understanding.