THE IMPACT OF OPINION LEADERS IN INFORMATION DISSEMINATION IN NIGERIA
- Project Research
- 1-5 Chapters
- Abstract : Available
- Table of Content: Available
- Reference Style: APA
- Recommended for : Student Researchers
- NGN 3000
ABSTRACT
This project work reviews the concepts, measures, and strategies of two step flow of communication which is aimed at examining the impact of opinion-leaders in information dissemination in Nigeria with focus on Owo Township which was the case study. Opinion leaders’ campaigns can be used to catalyze wider political engagement on the issue and to promote sustainable people choices and behaviors. From past research, six relevant categories of self-designated opinion-leaders were outlined, detailing issues related to identification, recruitment, training, message development, and coordination. This study combines the recruitment of community opinion-leaders with traditional media strategies. In evaluating community opinion-leader campaigns, it was concluded that there are likely to be significant trade-offs in comparison to face-to-face initiatives. The challenge for both scholars and practitioners is to understand under what conditions are opinion-leaders effective and in which ways can online interactions strengthen or build on real-world connections with peoples in the community. Findings of the study reveals that the significance of the opinion leaders in the information dissemination process in Owo includes that they enlighten audience of important community related issues, they guide the audience on major decision making issues, they provide succour to the audience, they give maximum attention and commitment to community development. The study also reveals that town Hall Meetings, religious venues, radio/TV/newspapers and government facilities. The study recommends that There is the need to incorporate the impact of the social media into the concept of opinion leadership in order to ascertain how well opinion leaders are in exercise. This is because there are more persons who influence from afar, outside of Owo and their decisions and influence could be far reaching than what those within Owo community would achieve.
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