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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 people 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 decis ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Opinion
An opinion is a judgement, viewpoint, or statement that is not conclusive, as opposed to 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 ar ... [...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. A thought leader is a person who specializes in a given area and whom others in that industry turn to for guidance. As the term implies, a thought leader leads others in the thinking around a given topic. 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 s ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Audience Capture
Audience capture is the phenomenon where an influencer is affected by their audience, catering to it with what they believe it wants to hear. This creates a positive feedback loop, which can lead the influencer to express more extreme views and behaviors. An famous example of audience capture can be found in the story of the online influencer Nicholas Perry, known as Nikocado Avocado. Perry started off on YouTube with videos of himself playing the violin and supporting veganism. He then shifted to videos of himself eating known as mukbang. Audience capture led him to more and more extreme eating leading him in turn to obesity and poor health. The term was coined by Eric Weinstein in 2018. See also * Michelangelo phenomenon * Panopticon * Political base References {{reflist External links The Surprising Psychology of Audience Capture Matt Johnson, NeuroscienceOf.com Resisting Audience Capture: How to Maintain Integrity & Sanity Online Matt Klein, ZINE Substack ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Public Opinion
Public opinion, or popular opinion, is the collective opinion on a specific topic or voting intention relevant to society. It is the people's views on matters affecting them. In the 21st century, public opinion is widely thought to be heavily influenced by the media; many studies have been undertaken which look at the different factors which influence public opinion. Politicians and other people concerned with public opinion often attempt to influence it using advertising or rhetoric. Opinion plays a vital role in uncovering some critical decisions. Sentiment analysis or opinion mining is a method used to mine the thoughts or feelings of the general population. One of the struggles of public opinion is how it can be influenced by misinformation. Etymology The term "public opinion" was derived from the French ', which was first used in 1588 by Michel de Montaigne, one of the most significant philosophers of the French Renaissance, in the second edition of his famous '' Essays ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Marketing
Marketing is the act of acquiring, satisfying and retaining customers. It is one of the primary components of Business administration, business management and commerce. Marketing is usually conducted by the seller, typically a retailer or manufacturer. Products can be marketed to other businesses (B2B Marketing, B2B) or directly to consumers (B2C). Sometimes tasks are contracted to dedicated marketing firms, like a Media agency, media, market research, or advertising agency. Sometimes, a trade association or government agency (such as the Agricultural Marketing Service) advertises on behalf of an entire industry or locality, often a specific type of food (e.g. Got Milk?), food from a specific area, or a city or region as a tourism destination. Market orientations are philosophies concerning the factors that should go into market planning. The marketing mix, which outlines the specifics of the product and how it will be sold, including the channels that will be used to adverti ... [...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, individuals and organizations who have a purported expert level of knowledge or social influence in their field. Influencers are people (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, TikTok 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, according to the Federal Trade Commission in the United States. The FTC started enforcing this on a large scale in 2016, sending letters to several companies and influencers who had failed to ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Consumer Behaviour
Consumer behaviour is the study of individuals, groups, or organisations and all activities associated with the Purchasing, purchase, Utility, use and disposal of goods and services. It encompasses how the consumer's emotions, Attitude (psychology), attitudes, and Preference (economics), preferences affect Buyer decision process, buying behaviour, and how external cues—such as visual prompts, auditory signals, or tactile (haptic) feedback—can shape those responses. Consumer behaviour emerged in the 1940–1950s as a distinct sub-discipline of marketing, but has become an Interdisciplinarity, interdisciplinary social science that blends elements from psychology, sociology, Social Anthropology, 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 (like usage rate ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Caciquism
Caciquism is a network of political power wielded by local leaders called "", aimed at influencing electoral outcomes. It is a feature of some modern-day societies with incomplete democratization.(ca)Caciquism in the ''Gran Enciclopèdia Catalana''"''Caciquism"'' entry in ''Encyclopædia Britannica''. In , , and intellectual circles of the era, the term describes the political system of the [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Skeptical Inquirer
''Skeptical Inquirer'' (S.I.) is a bimonthly American general-audience magazine published by the Committee for Skeptical Inquiry (CSI) with the subtitle "The Magazine for Science and Reason". The magazine initially focused on investigating claims of the paranormal, but evolved and expanded to address other pseudoscientific topics that are antithetical to critical thinking and science. Notable skeptics have credited the magazine in influencing their development of scientific skepticism. In the "Letters to the Editor", the most frequent letters of appreciation come from educators. History The magazine was originally titled ''The Zetetic'' (from the Greek meaning "skeptical seeker" or "inquiring skeptic"), and was originally edited by Marcello Truzzi. About a year after its inception a schism developed between the editor Truzzi and the rest of the Committee for the Scientific Investigation of Claims of the Paranormal (CSICOP). CSICOP was more "firmly opposed to nonsense, more ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
National Center For Science Education
The National Center for Science Education (NCSE) is a Nonprofit organization, 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 said in 2012 that it had 4,500 members including scientists, teachers, clergy, and citizens of varied religious and political affiliations. The Center opposes the teaching of religion, religious views in science classes in United States, America's Public school (government funded), public schools; it does this through initiatives such as Project Steve. The Center has been called the "leading anti-creationist organization" in the United States. The Center is affiliated with the American Associati ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
National Academy Of Sciences
The National Academy of Sciences (NAS) is a United States nonprofit, NGO, 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 in the United States. Member of the National Academy of Sciences, 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. Congress legislated and President Abraham Lincoln signed an Act of Congress (1863) establishing the National Academy of Sciences as an independent, trusted nongovernmen ... [...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 ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
