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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. [1]
Communication and leadership during change encompasses topics of communication (transmission of information) and leadership (influence or guidance) during change. [1] The goal of leader development is "the expansion of the person's capacity to be effective in leadership roles and processes". [ 1 ]
A Coach's Guide to Developing Exemplary Leaders: Making the Most of The Leadership Challenge and the Leadership Practices Inventory. Hoboken: Pfeiffer (2010) Credibility: How Leaders Gain and Lose It, Why People Demand It. Hoboken: Jossey-Bass (1993). A Leader's Legacy. Hoboken: Jossey-Bass (2006). ISBN 9780787982966
These leaders tend to influence others to change their attitudes and behaviors. The two-step theory refined the ability to predict how media messages influence audience behavior and explains why certain media campaigns do not alter audiences' attitudes. This hypothesis provided a basis for the two-step flow theory of mass communication. [9]
Credibility dates back to Aristotle's theory of Rhetoric.Aristotle defines rhetoric as the ability to see what is possibly persuasive in every situation. He divided the means of persuasion into three categories, namely Ethos (the source's credibility), Pathos (the emotional or motivational appeals), and Logos (the logic used to support a claim), which he believed have the capacity to influence ...
According to this approach, many factors affect each component of a persuasive communication. The credibility and attractiveness of the communicator (source), the quality and sincerity of the message (nature of the communication), and the attention, intelligence and age of the audience (nature of the audience) can influence an audience's ...
Persuasive writing is a form of written arguments designed to convince, motivate, or sway readers toward a specific point of view or opinion on a given topic. This writing style relies on presenting reasoned opinions supported by evidence that substantiates the central thesis.
Followership are the actions of someone in a subordinate role. It may also be considered as particular services that can help the leader, a role within a hierarchical organization, a social construct that is integral to the leadership process, or the behaviors engaged in while interacting with leaders in an effort to meet organizational objectives. [1]