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Opinion leadership is leadership by an active media user who interprets the meaning of media messages or content for lower-end media users. Typically opinion leaders are held in high esteem by those who accept their opinions. Opinion leadership comes from the theory of two-step flow of communication propounded by Paul Lazarsfeld and Elihu Katz. [1]
Troldahl finds that media exposure is a first step to introduce discussion, at which point opinion leaders initiate the second-step flow. [21] According to Hilbert today's digital media landscape simultaneously facilitate one-step, two-step and more complex multi-step flow models of communication. [11]
The multi-step flow theory also states opinion leaders are affected more by “elite media” than run-of-the-mill, mass media. This is evident by political opinion leaders receiving their information from unconventional sources such as The Huffington Post, instead of Fox News or MSNBC. According to the multi-step flow theory, opinion leaders ...
In today’s social media world, those who make the most noise are the ones who often win in politics. Silence is no longer golden. But in our noisy world, the noise can become overwhelming.
These leaders believed America stands for equal opportunity, not equal outcomes. They embraced economic freedom and individual initiative, not the top-down dictates of democratic socialism.
The media would do well to prominently address issues of concern along with featuring resources that support and encourage viewers to participate in our democracy by voting.
The model of the two-step flow of communication assumes that ideas flow from the mass media to opinion leaders and then to the greater public. They believed the message of the media to be transferred to the masses via this opinion leadership. Opinion leaders are categorized as individuals with the best understanding of media content and the ...
Today, Pach argues, “Historians now appreciate that Eisenhower recognized the political advantages of working behind the scenes to deal with controversial issues, using his ‘hidden hand’ to ...