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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]
According to the multi-step flow theory, opinion leaders intervene between the “media’s direct message and the audience’s reaction to that message.” Opinion leaders tend to have the great effect on those they are most similar to—based on personality, interests, demographics, or socio-economic factors.
In the 1940s, sociologists Paul Lazarsfeld and Elihu Katz put forward the theory of opinion leadership and the two-step flow of communication, with the idea that instead of persuading a large ...
Both the process and outcomes of public decision-making are key to the successful operation of government. Asking the right questions; accurately accessing the information available; surrounding ...
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.
Wichita students learning how to lead; former pastor, law enforcement officer finds common ground with political opponent.
Closed-style leadership is when leaders announce their opinions on the issue before the group discusses the issue together. Open-style leadership is when leaders withhold their opinion until a later time in the discussion. Groups with a closed-style leader are more biased in their judgments, especially when members had a high degree of certainty.