The next theory on the list is much more relevant in today’s society and it is called the multi step flow theory. I’ve had the opportunity to learn about this theory in several of my communications classes, including Human Communication and Intro to Public Relations. This theory retains its validity today.
Multi step flow argues that most people are “influenced by the media secondhand, through the personal influence of opinion leaders” (Straubhaar p.416)
There are formal and informal opinion leaders, and these people form opinions and spread them to a greater audience. Through the spread of opinions, you can literally observe public opinion as it forms and solidifies- and that is a fairly astounding thing to me.
I’m going to lighten the mood and use a fashion trend to prove the existence of this theory: The rise in popularity of the Ugg Boot. Like many others I’m sure, upon initially encountering these oversize and simplified boots I shook my head and wondered what the person wearing them was thinking. I called them Ugg-ly boots. I’m sure not many people know that these boots have actually been made for almost 200 years. Their recent rise in popularity may have something to do with their appearance on Oprah’s favorite things list. They have made it on her list for three years in a row, and nowadays it’s almost impossible to avoid seeing them on campus. I even bought a pair, the biggest skeptic of all. (I did manage to avoid the sequins, opting for the natural brown instead)
A simple suggestion from a highly influential person has the capability and the inclination to spread like wild fire. If Oprah says they’re awesome- they. are. awesome. No questions asked.
So my question is- what happens when an opinion leader leads everyone astray? What happens when the opinions they form are corrupt or downright ridiculous? Do people loyally follow absurd suggestions? Do opinion leaders get ‘kicked out’ of their position?
I want to look at Martha Stewart. In 2005 she was sent to prison for lying about the sale of stock. Most believed that it would be the end of her empire, but it wasn’t. She launched a comeback campaign and successfully restored her business to profitability. Say what?? I personally do not understand how this happened. I know that what Martha did wasn’t the worst thing in the world, but I believe that America as a whole can sometimes be too forgiving. Just look at Michael Vick. He gave an apology statement… and suddenly he returned to the NFL and is getting paid millions of dollars to play the game.
Here is the youtube clip of his apology:
I believe that he is sincere, and I am inclined to feel sympathy for him. At least he owned up to his mistakes- but I don’t think they should have allowed him to return to the NFL in 2009. Am I being too harsh?
Other athletes have a broader influence as opinion leaders. They are adored and revered and their opinions matter to other people. Before his unfortunate incident Tiger Woods was a highly influential opinion leader. I’m sure he is hoping for a successful comeback like Martha Stewart’s.
With all the examples I’ve provided it is easy to see that the multi step flow theory is still relevant in today’s world.
References:
References:
Martha Stewart article: http://money.cnn.com/2004/07/16/news/newsmakers/martha_sentencing/
Wildfire Picture
Great Job!
ReplyDeleteI agree especially with the face that athletes are adored in our society so when they do something illegal or wrong they make a simple apology and are all a sudden forgiven, it does not set a good example for everyone else. Athletes, political figures, musicians, and actors are all people that we look to as a role model so if they can get away with things it make others believe that they can too.
ReplyDeleteI'm glad someone else feels the same way I do about celebrities and athletes. If they are opinion leaders for our society they should be held more accountable.
ReplyDelete