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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 theory is based on a 1940s study on social influence that states that media effects are indirectly established through the personal influence of opinion leaders. The majority of people receive much of their information and are influenced by the media secondhand, through the personal influence of opinion leaders.
This theory accounts more for the social nature of sharing information than the one-step or two-step flow theories. [2] The two-step theory was popular when it was first introduced, but when it became difficult to actually measure opinion leaders' influence on the public's behavior and their opinions, the multi-step theory was developed.
After the crisis, Attorney General Robert F. Kennedy identified a few key facts that contributed to a successful resolution to include: maximize time for decision-making and adversary responses,
The first, "The Patriotism School of Thought" holds that in times of crisis, the American public sees the President as the embodiment of national unity. The second, "The Opinion Leadership School" believes that the rally emerges from a lack of criticism from members of the opposition party, most often in the United States Congress.
Twelve local governments in central Pennsylvania are nearing an exciting decision on solar energy, the vice chair vice chair of the Solar Power Purchase Agreement Working Group writes.
Rather than treating open models as a threat, the new administration should embrace them as an opportunity.
Not all individuals exert an equal amount of influence over others. In this sense opinion leaders are influential in spreading either positive or negative information about an innovation. Rogers relies on the ideas of Katz & Lazarsfeld and the two-step flow theory in developing his ideas on the influence of opinion leaders. [55]
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