Which term describes individuals who have an unusually strong influence on the views of others?

Which term describes individuals who have an unusually strong influence on the views of others?

• A. Mass Media
• B. Entrance Survey
• C. Opinion Leaders
• D. Watchdog

Answer: (C)

Influence in public opinion often comes from individuals trusted within their social circles who interpret and pass along information. These people are called opinion leaders because they have the power to affect others' attitudes and behaviors beyond what mass media alone achieves. They absorb messages from news sources, discuss them with friends and peers, and their endorsements or criticisms can make ideas more credible or persuasive within a community. This two-step flow idea—mass media to opinion leaders, then to the wider public—explains why a single respected person can shift viewpoints more than a broad broadcast. The other terms refer to different things: mass media are the channels that disseminate information, not individuals; an entrance survey is a tool used at entry to collect data; and a watchdog is the media’s role to monitor power, not a label for a person who sways opinions.

Influence in public opinion often comes from individuals trusted within their social circles who interpret and pass along information. These people are called opinion leaders because they have the power to affect others' attitudes and behaviors beyond what mass media alone achieves. They absorb messages from news sources, discuss them with friends and peers, and their endorsements or criticisms can make ideas more credible or persuasive within a community. This two-step flow idea—mass media to opinion leaders, then to the wider public—explains why a single respected person can shift viewpoints more than a broad broadcast. The other terms refer to different things: mass media are the channels that disseminate information, not individuals; an entrance survey is a tool used at entry to collect data; and a watchdog is the media’s role to monitor power, not a label for a person who sways opinions.