Opinion leaders
What percentage of the population, according to Roper Reports, are considered "influentials" or opinion leaders?
a) 2-4%
b) 10-12%
c) 20-25%
d) 30-35%
b) 10-12%
Explanation: According to Roper Reports, 10 to 12 percent of the population, identified as "influentials," drive public opinion and consumer trends.
What did the 1948 study by Paul Lazarsfeld and colleagues, “The People’s Choice,” reveal about the influence of mass media?
a) The mass media has a major influence on voters' decisions
b) Voters rely on mass media exclusively for information
c) Mass media had minimal influence on electoral choices, and voters relied more on opinion leaders
d) Opinion leaders were irrelevant to the electoral process
c) Mass media had minimal influence on electoral choices, and voters relied more on opinion leaders
Explanation: The 1948 study showed that opinion leaders had more influence on voters than the mass media in election decisions.
What does the two-step flow theory of communication suggest?
a) Public opinion is formed through direct interaction with mass media only
b) Public opinion is primarily influenced by celebrities and politicians
c) Information is disseminated through the media to opinion leaders, who then share it with the general public
d) Public opinion is formed only through the opinions of the masses
C. Information is disseminated through the media to opinion leaders, who then share it with the general public
Explanation: The two-step flow theory explains that opinion leaders first receive information from the media, then share it with others.
What does N-step theory suggest about how individuals are influenced?
a) Individuals are influenced by only one opinion leader
b) Individuals are influenced by multiple opinion leaders
c) Individuals are not influenced by opinion leaders at all
d) Individuals are only influenced by formal sources like the media
b) Individuals are influenced by multiple opinion leaders
Explanation: N-step theory suggests that individuals interact with and are influenced by different opinion leaders, rather than just one.
During which stage in Diffusion Theory do individuals begin to try out a new idea or product?
a) Adoption
b) Interest
c) Trial
d) Evaluation
How do opinion leaders typically influence public opinion?
a) By writing books and articles that are widely published
b) By interacting informally with family, friends, and colleagues or formally as spokespeople
c) By controlling the mass media
d) By being elected as community leaders
b) By interacting informally with family, friends, and colleagues or formally as spokespeople
Explanation: Opinion leaders influence public opinion through both informal and formal means of communication.
What is a key characteristic of informal opinion leaders?
a) They are widely visible and accessible to the public
b) They are usually high-ranking politicians or business executives
c) They are highly informed, articulate, and credible on specific issues
d) They use social media to spread their opinions
c) They are highly informed, articulate, and credible on specific issues
Explanation: Informal opinion leaders gain influence through their knowledge, credibility, and ability to articulate their positions effectively.
What does the multiple-step flow theory propose?
a) Public opinion is shaped by a simple, two-step process of media influence followed by personal interaction
b) Opinion leaders are the only people responsible for shaping public opinion
c) Information flows in multiple steps, with opinion leaders sharing information with the "attentive public" and the "inattentive public" remaining outside the process
d) People form their opinions entirely from the media without outside influence
c) Information flows in multiple steps, with opinion leaders sharing information with the "attentive public" and the "inattentive public" remaining outside the process
Explanation: The multiple-step flow theory builds on the two-step process, indicating that information flows through multiple steps and reaches different groups with varying levels of interest.
In the multiple-step flow theory, who does the "attentive public" rely on for information?
a) The mass media alone
b) Other members of the inattentive public
c) Opinion leaders to synthesize and interpret information
d) Government officials
c) Opinion leaders to synthesize and interpret information
Explanation: The "attentive public" relies on opinion leaders to help synthesize and interpret the information about an issue.
According to Diffusion Theory, what happens during the "evaluation" stage?
a) Individuals decide whether to adopt the new idea or product based on their assessment
b) Individuals begin to spread the word about the new idea or product
c) Individuals are still unaware of the new idea or product
d) Individuals fully commit to using the product or idea
a) Individuals decide whether to adopt the new idea or product based on their assessment
Explanation: In the "evaluation" stage, individuals assess the new product or idea and decide whether they want to adopt it.
According to sociologists Elihu Katz and Paul Lazarsfeld, what defines an opinion leader?
Their ability to publicly debate issues
b) Their interest in and knowledge of a specific subject
c) Their prominence in social media
d) Their educational background
b) Their interest in and knowledge of a specific subject
Explanation: Opinion leaders are defined by their expertise and interest in specific subjects, allowing them to influence others.
What is the primary way people make decisions?
a) They make decisions entirely on their own without any outside influence
b) They rely solely on mass media for decision-making
c) They are influenced by friends, family, colleagues, and other influential figures
d) They make decisions only based on personal experience, ignoring outside influences
c) They are influenced by friends, family, colleagues, and other influential figures
Explanation: People are influenced by informal interactions and conversations with those they trust, such as friends and family.
Who are the "attentive public" in the multiple-step flow model?
a) People who are unaware of or uninterested in an issue
b) People who receive and evaluate information but do not engage in the public discussion
c) People who actively engage in the public discussion without relying on opinion leaders
d) People who actively synthesize and interpret information shared by opinion leaders
b) People who receive and evaluate information but do not engage in the public discussion
Explanation: The "attentive public" is interested in the issue and relies on opinion leaders to help interpret and synthesize information.
What role do opinion makers play in the flow of public opinion?
a) They primarily gather opinions from the inattentive public
b) They derive large amounts of information from the mass media and other sources and share it with the public
c) They avoid interacting with the mass media to maintain objectivity
d) They only share personal opinions without any supporting information
b) They derive large amounts of information from the mass media and other sources and share it with the public
Explanation: Opinion makers play a crucial role in gathering and disseminating information, which helps shape public opinion.
What does the "adoption" stage in Diffusion Theory refer to?
a) Individuals becoming aware of a new idea or product
b) Individuals trying out a new product
c) Individuals evaluating the new product or idea
d) Individuals fully accepting and integrating the new idea or product into their lives
d) Individuals fully accepting and integrating the new idea or product into their lives
Explanation: The "adoption" stage involves individuals fully accepting and using the new idea or product in their lives.
Opinion leaders are usually:
a) Highly visible in their community
b) Leaders in other areas such as politics or business
c) Equally distributed across various social, economic, and educational strata within the community
d) Uninterested in issues that are not directly related to their own interests
c) Equally distributed across various social, economic, and educational strata within the community
Explanation: Opinion leaders are found across all social, economic, and educational levels, not confined to one particular group.
In the context of public relations, why is it important to identify key opinion leaders?
a) Because they control all public opinions
b) Because they influence how public opinion is formed, especially in critical public affairs campaigns
c) Because they are always the most well-known public figures
d) Because they are typically more interested in forming opinions than the general public
b) Because they influence how public opinion is formed, especially in critical public affairs campaigns
Explanation: Opinion leaders are important in public relations because they play a key role in shaping and influencing public opinion, particularly during campaigns or issues of significant public interest.
Who is the "inattentive public" according to the multiple-step flow theory?
a) People who are highly engaged with the issue and actively participate in discussions
b) People who are unaware of or uninterested in the issue
c) People who rely on opinion leaders for information
d) People who are constantly seeking more information on the issue
b) People who are unaware of or uninterested in the issue
Explanation: The "inattentive public" refers to those who are unaware of or not interested in the issue being discussed.
According to Diffusion Theory, what is the first stage in the adoption process for a new idea or product?
a) Interest
b) Trial
c) Awareness
d) Evaluation
c) Awareness
Explanation: The first stage in Diffusion Theory is awareness, where individuals become aware of the new idea or product.
Which of the following stages of Diffusion Theory involves individuals fully adopting a new idea or product after evaluation? Explain.
a) Awareness
b) Evaluation
c) Adoption
d) Trial
c) Adoption
Explanation: The "adoption" stage is when individuals fully accept and integrate the new idea or product into their lives after evaluating it.
What is the role of public relations professionals with regard to opinion leaders?
a) They avoid interacting with opinion leaders to maintain objectivity
b) They try to influence opinion leaders just as they seek to influence the general public
c) They focus only on influencing the general public, not opinion leaders
d) They rely on opinion leaders to guide public relations strategies
b) They try to influence opinion leaders just as they seek to influence the general public
Explanation: Public relations professionals target opinion leaders to influence them, as their opinions can shape broader public sentiment.
What's your opinion about what is happening around the world?
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What is the primary difference between the "attentive public" and the "inattentive public" in the multiple-step flow theory?
a) The attentive public is unaware of the issue, while the inattentive public is highly engaged
b) The attentive public relies on media, while the inattentive public relies on opinion leaders
c) The attentive public is interested in the issue and engages with opinion leaders, while the inattentive public is unaware or uninterested
d) The attentive public is interested in the issue but avoids interacting with opinion leaders
c) The attentive public is interested in the issue and engages with opinion leaders, while the inattentive public is unaware or uninterested
Explanation: The "attentive public" is engaged with the issue and relies on opinion leaders, while the "inattentive public" is unaware or uninterested in the issue.
In Diffusion Theory, who influences individuals during the "interest" and "awareness" stages? Explain how?
a) Friends and family
b) The media
c) Opinion leaders
d) Government officials
b) The media
Explanation: During the "interest" and "awareness" stages, individuals are primarily influenced by the media before moving to personal interactions.
What is in your mind? Why is it bothering you?
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