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1.0 Background to the Study
Opinion leaders are defined as individual who exert an
unequal amount of influence on the decision of others” [Rogers and Cartano,
1962: p435] in study of opinion leaders, there are two relevant parties. The
opinion seeker or the recipient who seek advice or information and the opinion
source or the leaders who give advice or information [Flynn et al,1995]
Opinion leadership is a concept that arises out of the
theory of two step flow of communication propounded by Paul Lazarsfeid and
Elihu kartz This theory is one of several models that try to explain the
diffusion of innovation, ideal, or commercial product.
In identifying opinion leadership as a crucial factor in
influencing decision making, research has used two alternative approaches. One
approach is to ask the users to explicitly identify the personal source from
which they could accept advice and analyzed the reason behind such behaviour in
term of personal characteristic such as charisma, competence, or behaviour.
This approach is applicable when there is direct interaction between every
recipient and source in other case such as multi-agent system where direct
information is always possible, the other approach is to use the Social Network
Analysis [SNA] to identify opinion leaders by studying the social relation
among the other in a social network.
A social network is a conglomentation of actors at
different level [e. g people, communities, organisation, Nations ,e.t.c and a
set of social relation e.g [trust, friendship, communication ,social support e.t.c]
among them SNA is the mapping and measuring of relationship and flow between
these social actors. In social network, there is a wealth of personal
relationship and ties that develop between the member, overtime and form the
basis for trust, cooperation and collective value from such opinion leaders is
represent to as social capital [putmani 1995] based on structural
characteristic from such a
network, opinion leadership qualities are then diagnosed.
In popular usage, the term information refers to fact and opinion provided and
received during course of daily life one obtain information directly from
electronic data bank and from all sort of observation phenomena in the
surrounding environment. This study will see to the importance of opinion leaders
in Owo township.
The subject of the dissemination of innovations received
much attention in a variety of professional disciplines over the past few
decades: Sociologists, economists, communications specialists, and education
researchers proposed various theories on the factors and processes which
underpin observed patterns of information dissemination and the adoption of
innovations (Rogers, 1995, Sunding and Zilberman, 2001). The interest in this
topic stems from the importance of innovative technologies, organizations, and
contractual arrangements in improving the well-being of societies and the
environment. A better understanding of the processes by which new knowledge
diffuses within and across societies and communities can suggest actions and investments
that can be undertaken by governments and firms that aim to promote
innovations. The large volume of empirical evidence that accumulated over the
years clarified many aspects of dissemination processes and their
characteristics in various contexts.
Of The Problem
The problem that lead to the study of
the role of opinion leader in
information disseminating in Owo Community are numerous
among which are of its is stated below.
The problem of identification, some people finds it difficult
to identify an opinion leader in a society; also the roles of the opinion
leader in disseminating and dissemination of information are not well spelled
1.3 Objectives of the Study
Apart from being practical useful in itself in showing how
the attribute of the role of opinion leaders’ dissemination of vital
information, the study is aimed at the following objectives;
(1) To examine the impact of opinion leader in Owo township
(2) To show that opinion leader is an
important means of disseminating information in community.
(3) To show that opinion teacher build
mutual understanding between. The mass media and the community.
(4) To identify way by which opinion
leader diffusion information and idea to the people in rural area.
(5) To identify the impact of information
disseminated by opinion leader on people of the society.
1.4 Research Question
(1) Do people of Owo Township feel the impact of opinion
(2) Do opinion leader really impact in
disseminating information in community?
(3) Do opinion leader build mutual
understanding between the mass media and the community?
(4) How do opinion leaders diffuse
information and ideal to the people in the rural area?
(5) Of what impact is the information
diffused to the people by opinion leader in the ruler area?
1.5 Significance of the Study
The concepts defined in this project work will be of great
use to student, journalist, media practitioners and anyone who which to know
more about the role of opinion leaders in diffusion of information in the
It will also enable opinions leaders in the community to
know their role and how their actions and belief will impact the character of
people in the community.
1.6 Scope of
This study looks into the role of opinion leaders in
disseminating information and ideas on attitude, product, policy and social
behaviour, to the general public. It critically examines the influence of
opinion leader in the society. The writing of this project is to see effect of
popular character on the beliefs and ideal of people leaving in Owo community.
This project should be considered from perspective only
been purely academic and finding based on the response of the respondents.
1.7 Limitation of the Study
following are the problem encountered during the research work.
The research of branding is a time
consuming exercise for collection, analysis and preparation of its
report Goods research takes time to plan and executed.
It is very costly to plan and
implement this assertion in view of the fact that make research require
the use of human resources, other resources and considerable time for the
To ensure the behaviour of human
being, it is impossible to predict such behaviour with absolute
exactness or accuracy.
primary, secondary data may be unreliable because of.
of all needed data in most studies is usually exercise for its research will be
a limiting factor. A lot of money required to administer the questionnaire and
time devoted to conduct interview based upon brooked appointment.
Appraisal: Is a generic terms that refers to the process of assessing,
in a structured way, the case for proceeding with a project or proposal.
Opinion: Opinion leader is the agent who is an active media user
and who interpret the meaning of media message or content for lower- end
Information: In its most restricted technical sense in an ordered sequence
of symbol that record or transmit a message.
Disseminate: To disseminate, in term of the field of communication,
means to broadcast message to the public without direct feedback from the
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