Relay of opinion

Coming from the expression known in English under the name of “Opinion leadership”, the relay of opinion (or leader of opinion) is a concept resulting from the “Two step flow theory” proposed by Paul Lazarsfeld and Elihu Katz. This theory is one of the many models which try to explain diffusion of innovations, ideas, or the production of advertizing films.

The relay of opinion is an active user of the media. He interprets the significance of the messages or the contents of media for users of media of a less level.

The relay of opinion is recognized by its pars and more particularly by those which accept its opinions. The control of opinion (Opinion leadership) tends to being subjected to a field, i.e. a person relay of opinion in a field can be a disciple in another field.

Useful publications

  • Lazarsfeld, Paul F./Berelson, Bernard/Gaudet, Hazel (1968) 1944: The People' S Choice. How the Voter Makes up his Mind in has Presidential Campaign. New York, London.

  • Noelle-Neumann, Elisabeth/Haumann, Wilhelm/Petersen, Thomas (1999): Die Wiederentdeckung der Meinungsführer und die Wirkung DER persönlichen Kommunikation im Wahlkampf. In: Elisabeth Noelle-Neumann/Hans Mathias Kepplinger/Wolfgang Donsbach (Hrsg.): Kampa. Meinungsklima und Medienwirkung im Bundestagswahlkampf 1998. Freiburg, München. S. 181-214.
  • Schenk, Michael (2002): Medienwirkungsforschung Auflage. Tübingen. 345-369; - Weimann, Gabriel (1994): The Influentials. People, who people influence. New York; - Hallemann, Michael (1986): Peinlichkeit und öffentliche Meinung. In: Publizistik 31, S. 249-261.

See also

Related articles

External bonds

  • All leaders of opinion! (comments on the adaptation of the concept to the Web 2.0, www.yades.com )

  • the R.O.P. (Relay of Public opinion to the MEDEF, www.medef-beziers.fr )
  • Measurements of repression against the relays of opinion in China (www.amnesty.fr)
  • The Two-Step Flow off Theory Communication: Article of Center for Interactive Advertizing (the CIA, www.ciadvertising.org)

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