According to the multi-step flow theory, opinion leaders intervene between the “media’s direct message and the audience’s reaction to that message.” Opinion leaders tend to have the great effect on those they are most similar to—based on personality, interests, demographics, or socio-economic factors. These leaders tend to influence others to change their attitudes and behaviors more quickly than conventional media because the audience is able to better identify or relate to an opinion leader than an article in a newspaper or a news program. This was confirmed in Lazarsfeld's 1940 study, “The People’ s Choice, ” where Lazarsfeld studied Americans' opinions during presidential elections. He found that the mass media did not change people's behaviors much. However, personal attempts did achieve behavioral change. Lasarsfeld did work on another study with Katz published in 1955. This study, “Personal Influence,” proved that opinion leaders look to mass media in their general area of interest, and then share them with their communities.
According to the multi-step flow theory, opinion leaders intervene between the “media’s direct message and the audience’s reaction to that message.” Opinion leaders tend to have the great effect on those they are most similar to—based on personality, interests, demographics, or socio-economic factors. These leaders tend to influence others to change their attitudes and behaviors more quickly than conventional media because the audience is able to better identify or relate to an opinion leader than an article in a newspaper or a news program. This was confirmed in Lazarsfeld's 1940 study, The People' s Choice, where Lazarsfeld studied Americans' opinions during presidential elections. He found that the mass media did not change people's behaviors much. However, personal attempts did achieve behavioral change. Lasarsfeld did work on another study with Katz published in 1955. This study, “Personal Influence,” proved that opinion leaders look to mass media in their general area of interest, and then share them with their communities.
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