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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]
The term "media and information literacy" is used by UNESCO [1] to differentiate the combined study from the existing study of information literacy. Renee Hobbs suggests that "few people verify the information they find online―both adults and children tend to uncritically trust information they found from whatever source."
The 10th annual U.S. Media Literacy Week Oct. 21-25 is your chance to answer that question, and to celebrate the importance of critical thinking about media as a fundamental life skill.
People with knowledge of the functions of the media and information systems, as well as the circumstances in which these activities are conducted, are empowered through media and information literacy.
The media would do well to prominently address issues of concern along with featuring resources that support and encourage viewers to participate in our democracy by voting.
Media literacy also encourages critical thinking and self-expression, enabling citizens to decisively exercise their democratic rights. [28] Media literacy enables the populace to understand and contribute to public discourse, and, eventually, make sound decisions when electing their leaders. [29]
The multi-step flow theory also states opinion leaders are affected more by “elite media” than run-of-the-mill, mass media. This is evident by political opinion leaders receiving their information from unconventional sources such as The Huffington Post, instead of Fox News or MSNBC. According to the multi-step flow theory, opinion leaders ...