Opinion leadership is a concept that arose out of the theory of
two-step flow of communication propounded by
Paul Lazarsfeld and
Elihu Katz. This theory is one of several models that try to explain the
diffusion of
innovations, ideas, or commercial
products. The opinion leader is the agent who is an active media user and 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 that accept their opinions. Opinion leadership tends to be subject specific, that is, a person that is an opinion leader in one field may be a follower in another field. An example of an opinion leader in the field of computer
technology, might be a neighbourhood 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.
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