Looking for Opinion Leaders: Traditional vs. Modern Measures in Traditional Societies

Weimann, Gabriel; Tustin, Deon Harold; Vuuren, Daan van; Joubert, Janine

doi:10.1093/ijpor/edm005

Cited by 109 publications

(74 citation statements)

References 11 publications

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“…In a second category, Gabriel Weimann and colleagues (2007) define opinion leaders as distinguished by their level of personality strength, a construct "reflecting confidence in leadership roles, their aptitude at shaping others' opinions, and their selfperceived impact on social and political outcomes" (p. 180). Building on earlier research by Elizabeth Noelle-Neumann, Weimann developed the strength of personality scale (PS) to identify what he refers to as influentials, testing and refining the scale's validity in the United States, Germany, Israel, and most recently, South Africa (Weimann, 1991;Weimann, Tustin, van Vuuren, & Joubert, 2007).…”

Section: Political Mobilization On Climate Changementioning

confidence: 99%

A Two-Step Flow of Influence?

Nisbet

Kotcher

2009

Science Communication

276

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In this article, we review concepts, measures, and strategies that can be applied to opinion-leader campaigns on climate change. These campaigns can be used to catalyze wider political engagement on the issue and to promote sustainable consumer choices and behaviors. From past research, we outline six relevant categories of self-designated opinion-leaders, detailing issues related to identification, recruitment, training, message development, and coordination. We additionally analyze as prominent initiatives Al Gore's The Climate Project and his more recent We campaign, which combines the recruitment of digital opinion-leaders with traditional media strategies. In evaluating digital opinion-leader campaigns, we conclude that there are likely to be significant trade-offs in comparison to face-to-face initiatives. The challenge for both scholars and practitioners is to understand under what conditions are digital opinion-leaders effective and in which ways can online interactions strengthen or build on real-world connections.

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Section: Political Mobilization On Climate Changementioning

confidence: 99%

A Two-Step Flow of Influence?

Nisbet

Kotcher

2009

Science Communication

276

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“…This may have important implications for two-step-flow and uses-and-gratifications research. Previous research suggests that opinion leaders are social (Weimann et al, 2007) and seek information about topics of personal interest (Shah & Scheufele, 2006;Sun et al, 2006). Further, opinion leaders often try to influence other people in areas of personal interest (Katz & Lazarsfeld, 1955).…”

Section: Discussion and Theoretical Implicationsmentioning

confidence: 99%

The Role of Background Characteristics, Music-Listening Motives, and Music Selection on Music Discussion

Belcher

Haridakis

2013

Communication Quarterly

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People listen to music for many different reasons. However, few researchers have examined people's motives for listening to music and the potential social effects of music listening. This study addressed this gap in the communication literature, and employed a uses-and-gratifications theoretical framework. Exploratory factor analyses were used to identify 5 music-listening motives and 7 music genre preferences. In addition, hierarchical regression analysis revealed how antecedents predicted music discussion with others. Possible theoretical implications for both uses-and-gratifications and two-step flow theory were discussed.People talk about music-a fact to which veterans of company mixers, impromptu soirees, and awkward first dates will attest. However, music discussion is not limited to uncomfortable first encounters or small talk associated with social functions. Our daily conversations with friends, family, and coworkers also are rife with talk of favorite bands and musicians, concert experiences, and music competition shows. However, despite the ubiquity of music-related conversation, few communication scholars have focused serious effort on studying music listening or music listeners' discussion of music with others (Chaffee, 1985).

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“…Network position often captured the information and communication flow better than hierarchical position or reputation (Weimann, Tustin, van Vuuren, & Joubert, 2007). In-degree centrality has been widely used as an indicator of the impact, influence, or popularity of a specific node (Freeman, 1979;Hansen, Shneiderman, & Smith, 2010).…”

Section: Dependent Variable In the Regression Analysismentioning

confidence: 99%

A transnational networked public sphere of air pollution: analysis of a Twitter network of PM2.5 from the risk society perspective

Chen

Zheng

2017

Information, Communication & Society

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Drawing on digitaltrace data, publicly accessible government documents, and journalistic reports, this research integrates Beck's risk society theory with digital media theories to examine the mediated process of risk definition and assessment of PM2.5 (particulate matters with a diameter less than 2.5 micrometers) in a networked public sphere. Network and content analysis of a PM2.5 Twitter network shows that political and professional elite remained the most powerful producers of risk definition. Established media played a key role, yet faced challenges from a variety of actors who disseminated and filtered information. Laypersons, while peripheral, actively interacted with elite and established media. The blurring geographic boundary in the PM2.5 Twitter network revealed an emerging transnational public sphere, which, however, was segregated by language. This research advances a layered understanding of the contingent, paradoxical media impact for social changes in a risk society. ARTICLE HISTORY

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Looking for Opinion Leaders: Traditional vs. Modern Measures in Traditional Societies

Cited by 109 publications

References 11 publications

A Two-Step Flow of Influence?

A Two-Step Flow of Influence?

The Role of Background Characteristics, Music-Listening Motives, and Music Selection on Music Discussion

A transnational networked public sphere of air pollution: analysis of a Twitter network of PM2.5 from the risk society perspective

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