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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]
Psychology Today is an American media organization with a focus on psychology and human behavior. The publication began as a bimonthly magazine, which first appeared in 1967. The print magazine's reported circulation is 275,000 as of 2023. [ 2 ]
Transformational leadership is a leadership theory in which a leader's behaviors influence their followers, inspiring them to perform beyond their perceived capabilities. This style of leadership encourages individuals to achieve unexpected or remarkable results by prioritizing their collective vision over their immediate self-interests.
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.
A leadership style is a leader's method of providing direction, implementing plans, and motivating people. [1] Various authors have proposed identifying many different leadership styles as exhibited by leaders in the political, business or other fields.
Editor’s Note: Nafees Hamid is the research and policy director for King’s College London on the XCEPT research programme.He is a cognitive scientist who studies political violence. Follow his ...
Leader development is described as one aspect of the broader process of leadership development (McCauley et al., 2010). Leadership development is defined as the expansion of a group's capacity to produce direction, alignment, and commitment (McCauley et al.), in contrast to leader development which is the expansion of a one's ability to be effective in leadership roles and processes.