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In his article "The Two Step Flow of Communication", Elihu Katz, [13] [14] found opinion leaders to have more influence on people's opinions, actions, and behaviors than the media. Opinion leaders are seen to have more influence than the media for a number of reasons. Opinion leaders are seen as trustworthy and non-purposive.
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 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 ...
Taken together, the fact that the American people wanted a new direction, new policies, and new leadership, doomed Democrats in 1980 as it doomed Kamala Harris this week.
A recent Gallup poll showed that only 31 percent of Americans have a “great deal” or “fair amount” of confidence in the media to report the news “fully, accurately and fairly.”
The nature of leadership seemed more important than ever as the world focused last week on war and peace, along with challenges to the way we live, work and vote: impeachment, strikes, the arms ...
Opinion leaders are more likely to pay attention to mass media messages and pass on the messages to others' in their social network. Klapper's selective exposure theory : Joseph T. Klapper asserts in his book, The Effects Of Mass Communication, that audiences are not passive targets of any communication contents.
The media's bias in the upcoming election has undermined their credibility with a large swath of the country, leading to a lack of trust in the media and a threat to democracy. ... not opinion ...