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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 emergence of public opinion as a significant force in the political realm dates to the late 17th century, but opinion had been regarded as having singular importance much earlier. Medieval fama publica or vox et fama communis had great legal and social importance from the 12th and 13th centuries onward. [ 5 ]
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]
The two highly imperfect performances by President Joe Biden and former President Donald Trump at their first 2024 debate set off alarm bells among many Americans who have to choose a president ...
Vice President Harris will travel to Maryland next week to deliver a speech focused on young leaders and the role they must play in the coming years during the Trump administration, a White House ...
Political communication has long used political persuasion, which is a key subfield for rhetoric studies. Political figures understand the role of the media in gaining the acceptance of voters. [18] For example, political communication delivered through social media tends to be accompanied by social interaction and public opinion. [19]
Barack Obama, Public Speech, Technology and Innovation, Manufacturing, Intel Fab 42.Political leaders use public events to frame issues and influence public opinion by crafting appropriate rhetoric. Politicians are influential people who use rhetoric to impact people as in speeches or campaign advertisements.
Politics. Science & Tech. Sports. Weather. 24/7 Help. For premium support please call: ... With leftist leaders in charge, public opinion in Latin America shifts to the right | Opinion.