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Opinion Leadership
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. Significant developers of the opinion leader concept have been Robert K. Merton, C. Wright Mills and Bernard Berelson. This theory is one of several models that try to explain the diffusion of innovations, ideas, or commercial products. Opinion leaders play an important role in information flow, because we tend to seek advice from others in the social environment. Information from the mass media does not directly flow to the target audiences, but through a mediation process, in which influential people digest the information and spread it to the public. Opinion leaders have certain characteristics that make them influential in the decision ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Opinion
An opinion is a judgment, viewpoint, or statement that is not conclusive, rather than facts, which are true statements. Definition A given opinion may deal with subjective matters in which there is no conclusive finding, or it may deal with facts which are sought to be disputed by the logical fallacy that one is entitled to their opinions. Distinguishing fact from opinion is that facts are verifiable, i.e. can be agreed to by the consensus of experts. An example is: "United States of America was involved in the Vietnam War," versus "United States of America was right to get involved in the Vietnam War". An opinion may be supported by facts and principles, in which case it becomes an argument. Different people may draw opposing conclusions (opinions) even if they agree on the same set of facts. Opinions rarely change without new arguments being presented. It can be reasoned that one opinion is better supported by the facts than another, by analyzing the supporting argumen ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Thought Leader
A thought leader has been described as an individual or firm recognized as an authority in a specific field and also as business jargon. Meanings Go-to expert From the perspective of a thought leader as the 'go-to expert', being a thought leader means to consistently answer the biggest questions on the minds of the target audience on a particular topic. Thought leaders are commonly asked to speak at public events, conferences, or webinars to share their insight with a relevant audience. In a 1990 ''Wall Street Journal'' Marketing section article, Patrick Reilly used the term "thought leader publications" to refer to such magazines as ''Harper's''. In the previous decade, the term was revived and re-engineered by marketers. Criticism of the phrase and concept The phrase "thought leader" is identified by some writers as an annoying example of business jargon. Kevin Money and Nuno Da Camara of the John Madejski Centre for Reputation at the University of Reading's Henley Management ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Memetics
Memetics is a study of information and culture. While memetics originated as an analogy with Darwinian evolution, digital communication, media, and sociology scholars have also adopted the term "memetics" to describe an established empirical study and theory described as Internet Memetics. Proponents of memetics, as evolutionary culture, describe it as an approach of cultural information transfer. Those arguing for the Darwinian theoretical account tend to begin from theoretical arguments of existing evolutionary models. Those arguing for Internet Memetics, by contrast, tend to avoid reduction to Darwinian evolutionary accounts. Instead some of these suggest distinct evolutionary approaches. Memetics describes how ideas or cultural information can propagate, but doesn't necessarily imply a meme's concept is factual.Kantorovich, Aharon (2014An Evolutionary View of Science: Imitation and Memetics./ref> Critics contend the theory is "untested, unsupported or incorrect".James W. Poli ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Bayesian Epistemology
Bayesian epistemology is a formal approach to various topics in epistemology that has its roots in Thomas Bayes' work in the field of probability theory. One advantage of its formal method in contrast to traditional epistemology is that its concepts and theorems can be defined with a high degree of precision. It is based on the idea that beliefs can be interpreted as subjective probabilities. As such, they are subject to the laws of probability theory, which act as the norms of rationality. These norms can be divided into static constraints, governing the rationality of beliefs at any moment, and dynamic constraints, governing how rational agents should change their beliefs upon receiving new evidence. The most characteristic Bayesian expression of these principles is found in the form of Dutch books, which illustrate irrationality in agents through a series of bets that lead to a loss for the agent no matter which of the probabilistic events occurs. Bayesians have applied these f ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Public Opinion
Public opinion is the collective opinion on a specific topic or voting intention relevant to a society. It is the people's views on matters affecting them. Etymology The term "public opinion" was derived from the French ', which was first used in 1588 by Michel de Montaigne in the second edition of his '' Essays'' (ch. XXII). The French term also appears in the 1761 work ''Julie, or the New Heloise'' by Jean-Jacques Rousseau. Precursors of the phrase in English include William Temple's "general opinion" (appearing in his 1672 work ''On the Original and Nature of Government'') and John Locke's "law of opinion" (appearing in his 1689 work ''An Essay Concerning Human Understanding''). History The emergence of public opinion as a significant force in the political realm dates to the late 17th century, but opinion had been regarded as having singular importance much earlier. Medieval ''fama publica'' or ''vox et fama communis'' had great legal and social importance from the ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Marketing
Marketing is the process of exploring, creating, and delivering value to meet the needs of a target market in terms of goods and services; potentially including selection of a target audience; selection of certain attributes or themes to emphasize in advertising; operation of advertising campaigns; attendance at trade shows and public events; design of products and packaging attractive to buyers; defining the terms of sale, such as price, discounts, warranty, and return policy; product placement in media or with people believed to influence the buying habits of others; agreements with retailers, wholesale distributors, or resellers; and attempts to create awareness of, loyalty to, and positive feelings about a brand. Marketing is typically done by the seller, typically a retailer or manufacturer. Sometimes tasks are contracted to a dedicated marketing firm or advertising agency. More rarely, a trade association or government agency (such as the Agricultural Marketing Serv ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Influencer Marketing
Influencer marketing (also known as influence marketing) is a form of social media marketing involving endorsements and product placement from influencers, people and organizations who have a purported expert level of knowledge or social influence in their field. Influencers are someone (or something) with the power to affect the buying habits or quantifiable actions of others by uploading some form of original—often sponsored—content to social media platforms like Instagram, YouTube, Snapchat or other online channels. Influencer marketing is when a brand enrolls influencers who have an established credibility and audience on social media platforms to discuss or mention the brand in a social media post. Influencer content may be framed as testimonial advertising. Social influence Most discussions of social influence focus on social persuasion and compliance. In the context of influencer marketing, influence is less about arguing for a point of view or product than ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Consumer Behaviour
Consumer behavior is the study of individuals, groups, or organizations and all the activities associated with the purchase, use and disposal of goods and services. Consumer behaviour consists of how the consumer's emotions, attitudes, and preferences affect buying behaviour. Consumer behaviour emerged in the 1940–1950s as a distinct sub-discipline of marketing, but has become an interdisciplinary social science that blends elements from psychology, sociology, social anthropology, anthropology, ethnography, ethnology, marketing, and economics (especially behavioural economics). The study of consumer behaviour formally investigates individual qualities such as demographics, personality lifestyles, and behavioural variables (such as usage rates, usage occasion, loyalty, brand advocacy, and willingness to provide referrals), in an attempt to understand people's wants and consumption patterns. Consumer behaviour also investigates on the influences on the consumer, from soci ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Skeptical Inquirer
''Skeptical Inquirer'' is a bimonthly American general-audience magazine published by the Committee for Skeptical Inquiry (CSI) with the subtitle: ''The Magazine for Science and Reason''. Mission statement and goals Daniel Loxton, writing in 2013 about the mission and goals of the skeptical movement, criticized the idea that people wanted to read about the paranormal, Uri Geller and crystal skulls not being relevant any longer. Paul Kurtz in 2009 seemed to share this sentiment and stated that the organization would still research some paranormal subjects as they have expertise in this area, but they would begin to investigate other areas. S.I. "has reached an historic juncture: the recognition that there is a critical need to change our direction." While editor Frazier did expand the scope of the magazine to include topics less paranormal and more that were an attack on science and critical thinking such as climate change denialism, conspiracy theories and the influence of the ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
National Center For Science Education
The National Center for Science Education (NCSE) is a not-for-profit membership organization in the United States whose stated mission is to educate the press and the public on the scientific and educational aspects of controversies surrounding the teaching of evolution and climate change, and to provide information and resources to schools, parents, and other citizens working to keep those topics in public school science education. Based in Oakland, California, it claims 4,500 members that include scientists, teachers, clergy, and citizens of varied religious and political affiliations. The Center opposes the teaching of religious views in science classes in America's public schools; it does this through initiatives such as Project Steve. The Center has been called the United States' "leading anti-creationist organization". The Center is affiliated with the American Association for the Advancement of Science. NCSE is currently a member of the National Coalition Against Ce ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
National Academy Of Sciences
The National Academy of Sciences (NAS) is a United States nonprofit, non-governmental organization. NAS is part of the National Academies of Sciences, Engineering, and Medicine, along with the National Academy of Engineering (NAE) and the National Academy of Medicine (NAM). As a national academy, new members of the organization are elected annually by current members, based on their distinguished and continuing achievements in original research. Election to the National Academy is one of the highest honors in the scientific field. Members of the National Academy of Sciences serve ''pro bono'' as "advisers to the nation" on science, engineering, and medicine. The group holds a congressional charter under Title 36 of the United States Code. Founded in 1863 as a result of an Act of Congress that was approved by Abraham Lincoln, the NAS is charged with "providing independent, objective advice to the nation on matters related to science and technology. ... to provide scien ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Matthew Nisbet
Matthew C. Nisbet is a professor of Communications and Public Policy at Northeastern University. He is the former Editor-in-Chief of ''Environmental Communication'' and Senior Editor of the ''Oxford Encyclopedia of Climate Change Communication''. His columns regularly appear in science periodicals. Education and teaching Nisbet grew up in Buffalo. He earned his M.S. and Ph.D., both in Communications, at Cornell University, after a B.A. at Dartmouth College. After graduation in 1996, he worked at the Public Interest Research Group on a campaign reform initiative and at the Center for Inquiry in Buffalo. These experiences motivated him to enroll in graduate studies to explore the relationship between politics, the media and public communications, which he did in 1999. His minor at Dartmouth was in Environment Studies and he eventually settled upon climate change as a special area of interest. He advocates for more focus on the local impact on public health in communications abou ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
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