A slightly more sophisticated version of the Hypodermic Syringe Theory.
It says that the message is transmitted to the audience via a small group of 'opinions leaders'.
Opinion leaders have an influence over the general audience.
General audience receive the media message, filtered through the thoughts and opinions of the opinion leaders.
Opinion Leader is a leader for a certain group who gives details and information to lesser active persons in the group. They interpret the information to their own group. But one thing the Opinion leader is a leader only for their own group not for all.
Eg - Opinion Leader may be a celebrity on Twitter or other social media platforms.
Critics:
Researchers found substantial evidence that initial mass media information flows directly to people on the whole and is not relayed by opinion leaders.
The two-step hypothesis does not adequately describe the flow of learning. Lazarsfeld and his associates in the 1940 election study were unable to determine the specific flow of influence.
Today most of the advertising researches are based on this theory. Especially opinion leaders role in the society as well as in home to which helps to improve the market with less efforts.
For example, for documentaries, a well-known, famous icon may produce a documentary and become an opinion leader. They may have an influence over the general audience, for example, young girls wanting an image like a famous celebrity.
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