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Opinion leadership
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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 the opinion leader is held in high esteem by those who accept his or her opinions. Opinion leadership comes from the theory of two-step flow of communication propounded by Paul Lazarsfeld and Elihu Katz Significant developers of the theory 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. • Merton distinguishes two types of opinion leadership: monomorphic and polymorphic. Typically, opinion leadership is viewed as a monomorphic, domain-specific measure of individual differences, that is, a person that is an opinion leader in one field may be a follower in another field. An example of a monomorphic opinion leader in the field of computer technology, might be a neighborhood computer service technician. The technician has access to far more information on this topic than the average consumer and has the requisite background to understand the information, though the same person might be a follower at another field and ask others for advice. In contrast, polymorphic opinion leaders are able to influence others in a broad range of domains. Variants of polymorphic opinion leadership include market mavenism, personality strength and generalized opinion leadership. So far, there is little consensus as to the degree these concept operationalize the same or simply related constructs. • • This video is targeted to blind users. • Attribution: • Article text available under CC-BY-SA • Creative Commons image source in video","styleRuns":[{"startIndex":0,"length":1708,"styleRunExtensions":{"styleRunColorMapExtension":{"colorMap":[{"key":"USER_INTERFACE_THEME_DARK","value":4294967295},{"key":"USER_INTERFACE_THEME_LIGHT","value":4279440147}]}},"fontFamilyName":"Roboto"}]},"headerRuns":[{"startIndex":0,"length":1708,"headerMapping":"ATTRIBUTED_STRING_HEADER_MAPPING_UNSPECIFIED"}]}},{"compositeVideoPrimaryInfoRenderer":{}},{"itemSectionRenderer":{"contents":[{"continuationItemRenderer":{"trigger":"CONTINUATION_TRIGGER_ON_ITEM_SHOWN","continuationEndpoint":{"clickTrackingParams":"COIBELsvGAMiEwiardqIg7-MAxVIdHoFHXrdC7M=","commandMetadata":{"webCommandMetadata":{"sendPost":true,"apiUrl":"/youtubei/v1/next"}},"continuationCommand":{"token":"Eg0SC1BZMFBnZDJlYmhFGAYyJSIRIgtQWTBQZ2QyZWJoRTAAeAJCEGNvbW1lbnRzLXNlY3Rpb24%3D","request":"CONTINUATION_REQUEST_TYPE_WATCH_NEXT"}}}}],"trackingParams":"COIBELsvGAMiEwiardqIg7-MAxVIdHoFHXrdC7M=","sectionIdentifier":"comment-item-section","targetId":"comments-section"}}],"trackingParams":"COEBELovIhMImq3aiIO_jAMVSHR6BR163Quz"}},"secondaryResults":{"secondaryResults":{"results":[{"compactVideoRenderer":{"videoId":"lBUjfJJEqSM","thumbnail":{"thumbnails":[{"url":"https://i.ytimg.com/vi/lBUjfJJEqSM/hqdefault.jpg?sqp=-oaymwEbCKgBEF5IVfKriqkDDggBFQAAiEIYAXABwAEG rs=AOn4CLBIZUw9nwxV-JBFs0COL4NGNWh-Bw","width":168,"height":94},{"url":"https://i.ytimg.com/vi/lBUjfJJEqSM/hqdefault.jpg?sqp=-oaymwEcCNACELwBSFXyq4qpAw4IARUAAIhCGAFwAcABBg== rs=AOn4CLBzeENUlyMccUqhJldihNt5i1qfog","width":336,"height":188}]},"title":{"accessibility":{"accessibilityData":{"label":"What is Emotional Intelligence and How Can You Develop it? 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