Search results
Results from the WOW.Com Content Network
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.
Mathematical models of social learning aim to model opinion dynamics in social networks.Consider a social network in which people (agents) hold a belief or opinion about the state of something in the world, such as the quality of a particular product, the effectiveness of a public policy, or the reliability of a news agency.
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.
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.
The expression collective behavior was first used by Franklin Henry Giddings [1] and employed later by Robert Park and Ernest Burgess, [2] Herbert Blumer, [3] Ralph H. Turner and Lewis Killian, [4] and Neil Smelser [5] to refer to social processes and events which do not reflect existing social structure (laws, conventions, and institutions), but which emerge in a "spontaneous" way.
The book's objective is to explain how individuals process information to formulate their opinion. It also aims to propose a model that helps generalize and simplify the then fragmented field of public opinion. Zaller's RAS model is grounded in four key points about how people respond to public opinion surveys.