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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 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 ...
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 ...
In a series of interviews with more than 75 media leaders by Leonard Downie Jr., former Washington Post executive editor, and Andrew Heyward, former CBS News president, reaffirmed this new vision ...
His contributions include: the two-step flow of communication from media to opinion leaders and then others (multi-step flow theory); [6] his research on the characteristics of opinion leaders; diffusion of medical innovations; uses and gratifications of receivers from day time radio soap operas, etc. His research led to a marriage between ...
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.
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.