According to Lazarsfeld, two-step flow of communication model, individuals seldom make decisions based on their own beliefs. The idea that media influence on people’s behavior is limited by opinion leaders, people who initially consume media content, interpret it in light of their own values and beliefs, and then pass it on to opinion followers who have less frequent contact with media((Baran, 2002). Therefore the decisions are influenced by other persons in their lives, such as friends, family members, work supervisors, educators, leaders, professional, public officials, and the media..
Two step flow theory states that information from the media moves in two different stages (Weimann, Gabriel, 1994). Firstly, individuals which are the opinion
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They interpret the information to their own group. But the Opinion leader is only a leader for their own group not for all. In some cases the Opinion leaders are filtering the actual content ensures the information is needed by the people (Merton, 1949). For example, in office, the managing director is an opinion leader and in public, a political leader is an opinion leader moreover, in Public, Political leader is an opinion leader.
In addition, opinion leaders in today's society typically share five characteristics included their education level, consume different type of media, activeness in public issues, new idea adopter and able to influence people (Bobbitt, W., & Sullivan, R., 2013)
The first characteristic is the opinion leader’s education level. They are higher degree of education than other around him. Their education levels have attended college, university and so on. If they have higher education level they have the ability to adapt more information as well as they tend to be more understand towards the
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For example, friends, colleagues, or other people considered to be members of the peer group list, the first person to use the e-mail list, has a mobile phone, or design their own web sites may become the group's opinion leaders
Lastly, the most important characteristic is that opinion leaders are able to influence people around them, either because of position or personal qualities such as personality or confidence. For example, parents are the role models of their children.
The opinion follower as well as low active media user is the one who get the information and easily influence by the opinion leader. They receive second-handed information from the opinion leaders, about any media topic. These opinion followers receive not only facts but also the included of an opinion leader on that particular subject. The opinion follower’s economy positions are not that rich as the opinion leader so that they do have the ability to access the technology to gain information. Mostly of them are worker and people who are not affordable for getting information
The Consequences of Opinions in the Media The media is a driving force and a major contributor to change in society. The information it gives has the power to sway the opinions of millions and is a significant factor in the views of the public. When the media gives its own opinions to the public about a certain race, group, or religion, there are immense consequences. In the book Indian Killer, the media plays a large role in swaying the opinions of the public toward a specific race.
Audiences are the receivers of messages. Typically, companies or organizations are “pushing” information out to audiences – disseminating material without the goal of listening in return. A common example is when companies issue news releases. They have information about an event, an acquisition or a policy decision that is important for their audiences to know, but they most likely are not looking for those audiences to weigh in at the time of release – just like Jerry Seinfeld. He is telling us his jokes and humorous observations.
" Media Psychology 1.2 (1999): 97. Communication & Mass Media Complete. Web. 16 Nov.
As we know today that media plays a big role in controlling a society and influence people’s minds. It takes great skills form the news reporter to make people believe in something or convincing them of what they present. They use all kinds of techniques to present a news towards the public. There are all kind of news reporting media channels now a days. Some of them are unbiased and some are extremely biased.
Being a leader is the ability to motivate and inspire. Like, Odysseus who traveled for 20 years after the Trojan War and tries to return to Ithaca while facing many challenges. Also, like Martin Luther King Jr who gave powerful protests and speeches to persuade and express his ideas to his followers. These two leaders show many qualities that make a good leader. Leadership qualities such as wisdom, self-control, and bravery support a good leader.
The current age of technology has brought us to the Information Age, where nearly any information of a topic is readily avaliable within the people’s pockets. This information is also made by the people, as any person can create blogs or articles about topics he or she wants to talk about. However, since information is so readily avaliable, people will generally trend to an outlet that has information or opinions that normally agree with his or her own. Liberals will read liberal articles, conservatives will watch conservative shows, people for guns won’t listen to what a anti-gun speech.
Week two talks about leadership qualities. Leadership is how an individual influences another individual or groups to achieve a common purpose. For a leader to achieve its set purpose or vision towards individual, organization, or a group, influence is the aim. Influence, therefore is the ability to direct or indirect manipulation to get others to act or respond in accordance to a leader’s want or desires. When a leader leads, the leader will often times have the people he or she is leading conform to his or her ways of doing things or at least agrees with the leader, which in this case regard as being obedience.
Some leaders are developed through lifetime lessons. They are brought up in strong family core values, that they pass on to others. They have great role models
Some characteristics of a great leader may include social awareness, which is the ability to understand the social in a certain environment, for example, those who are most effective in the organization and self-direction, meaning a leader is able to direct themselves effectively and powerfully.
One commonality among the majority of history’s most effective leaders is that they possess charisma. Charisma is defined as a compelling attractiveness that gives an individual influence over others. A person with charisma is one with a dynamic personality. He elicits obedience through his powers of persuasion. A charismatic leader uses no force to extract compliance from others and has no legitimate power.
Those individuals who were believed to have these inherent skills were people of very influential status, wartime heroes and those of great wealth. The people who emerge or are most picked to lead have distinctive drives and character profiles (Nicholson, 2013, p.16). Leadership Thought Development from 1900 – 1970 The thought of leadership evolved from the Great Man Theory to Trait Theory and Behavior Theory. The trait theory focuses on identifying distinctive personality traits and characteristics that are associated to successful leadership.
An example of this is Lazarfelds two-step flow theory. Baran (2012) states that “behaviour was limited by opinion leaders – people who initially consumed media content on topics of particular interest to them, interpreted it in light of their own values and beliefs, and then passed it on to opinion followed, people like them who had less frequent contact with media.” This theory can only go so far as in this day in age there are so many different mediums used to convey media information. With television, radio, newspapers, magazines, film and social media/internet they have the ability to influence the way we act dress and communicate with others. Our perception of what’s right
Media are platforms of mass communication that can be categorized as either new of traditional media, with new media being forms of communication that make use of technologies such as the Internet, and traditional media being more conventional forms of media such as newspapers. Media, primarily new media, is getting more popular and influential, especially in today’s day and age since we are exposed to it a lot more than in the past and also since media is more easily accessible now. The media can shape our behaviours, perceptions and opinions, and it is important to know how people are influenced and impacted by it. The media can influence someone’s perception of social reality, or perceptions of beauty or even influence people’s behaviours and habits and therefore, the media does shape who we are. One way that the media can shape who we are is by influencing our perception of social reality.
The theory explains “how individuals use mass communication to gratify their needs” (Burgeon, Hunsaker and Dawson, 1994, cited in Udende and Azeez, 2010, p. 34). The theory holds that “people influence the effects that mass media have on them” (Anaeto et al, 2008 cited in Edegoh, Asemah and Nwammuo, 2013, p. 23). The assumption of the theory is that people are not just passive receivers of media messages; rather, they actively influence the message effects. Media audience selectively choose, attend to, perceive and retain media offerings on the basis of their needs, beliefs, etc., thus, “there are as many reasons for using the media as there are media users”
According to the book, "individuals who exhibit traits as a leader able to recognize someone who is a leader of leaders does not mean they managed to get each group to achieve its goals. " theories of leadership behaviour suggests that certain people are able to distinguish the behaviour of a leader by himself and not from