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Açık Erişim
Özet
The advancements in the field of communication concurrently transpire throughout the evolution of the Internet and its accompanying tools. A free communication opportunity over the internet platform has resulted in the involvement of a sizable people mass in this digital environment. Individuals also pose variations in communication styles since Web 2.0 technology promotes interpersonal connection and communication. Such variations have resulted in modification and deformation in the Two-Stage Flow Theory, which is among the traditional communication models. According to the conventional definition, opinion leaders have the force to potentially influence society with their respective approaches and responses to various events and cases. They have revived alongside the changing media contexts. The transition in these platforms proceeds beyond the change in technology since they facilitate a significant portion of social change. Nowadays, opinion leaders appeal to eventuate social change since they have the potential to convey to a sizable mass of internet users. The vast majority of internet users are influenced by the attitudes and accessions of new opinion leaders while making decisions on their social life, political issues, products, and personal investments. On the one hand, people, groups, companies, and political structures that are aware of the indulgent aspects of the opinion leaders try to persuade them; on the other hand, these entities seek to generate their opinion leaders and forge a follower mass for them. The purpose of the study was to assess the concept of an opinion leader introduced by the Two-Stage Flow Theory and the new context in which it has emerged in light of the elaboration of modern communication technology. The study findings revealed that the Internet and its accompanying tools differed the recent opinion leaders from traditional ones; however, the most critical pillar of this differentiation was digital domains where opinion leaders appeal to large masses composed of different layers.
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Kaynak: INTERNATIONAL JOURNAL OF ORGANIZATIONAL LEADERSHIP
· s. 36-50
Anahtar Kelimeler (WoS)
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Anahtar Kelimeler
YÖKSİS WoS |
Bir kelimeye tıklayıp ilgili kaynaktaki yayınları görün.
Makale Bilgileri
Dergi
International Journal of Organizational Leadership
ISSN
2345-6744
Yıl
2022
/ 11. ay
Cilt / Sayı
11
Sayfalar
36 – 50
Makale Türü
Özgün Makale
Hakemlik
Hakemli
Endeks
ESCI
Teşvik Puanı
45,00
· YÖKSİS Akademik Teşvik
Yayın Dili
Türkçe
Kapsam
Uluslararası
Toplam Yazar
3 kişi
Erişim Türü
Elektronik
Alan
Sosyal, Beşeri ve İdari Bilimler Temel Alanı
Gazetecilik ve Medya Çalışmaları
Sosyal Medya Çalışmaları
Medya Araştırmaları
Gazetecilik
Dijital Liderlik
YÖKSİS Yazar Kaydı
Yazar Adı
BALCI EMRE VADİ, TİRYAKİ SALİH, Karakuş Melis
YÖKSİS ID
6923531