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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]
The study also uncovered an influence process that Lazarsfeld called "opinion leadership." He concluded that there is a multistep flow of information from the mass media to persons who serve as opinion leaders which then is passed on to the general public. He called this communication process the "two-step flow of communication". [15]
Persuasion is the process of guiding oneself or another toward the adoption of an attitude by rational or symbolic means. US psychologist Robert Cialdini defined six "weapons of influence": reciprocity, commitment, social proof, authority, liking, and scarcity to bring about conformity by directed means.
Closed-style leadership is when leaders announce their opinions on the issue before the group discusses the issue together. Open-style leadership is when leaders withhold their opinion until a later time in the discussion. Groups with a closed-style leader are more biased in their judgments, especially when members had a high degree of certainty.
Public opinion, or popular opinion, is the collective opinion on a specific topic or voting intention relevant to society. It is the people's views on matters affecting them. It is the people's views on matters affecting them.
Social cycle theories are among the earliest social theories in sociology.Unlike the theory of social evolutionism, which views the evolution of society and human history as progressing in some new, unique direction(s), sociological cycle theory argues that events and stages of society and history generally repeat themselves in cycles.
Structural group properties were also examined, including: group leadership or status hierarchy, group permeability, and group conformity. [42] Researchers found that middle adolescents reported placing more importance on being in a popular group and perceived more group conformity and leadership within their groups than pre- and late adolescents.
In sociology, a social system is the patterned network of relationships constituting a coherent whole that exist between individuals, groups, and institutions. [1] It is the formal structure of role and status that can form in a small, stable group. [1]