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.
TABLE OF CONTENTS
CHAPTER ONE
INTRODUCTION
1.0 Background to the Study
1.1 Statement
Of The Problem
1.3 Objectives of the Study
1.4 Research
Question
1.5 Significance
of the Study
1.6 Scope of
The Study
1.7 Limitation
of the Study
1.8 Definition
of Terms
CHAPTER
TWO
LITERATURE
REVIEW
2.0 Introduction
2.1 Concepts Of Opinion Leaders
2.2 Flow Of Information
2.3 Farmers Information Opinion
2.4 Opinion leaders and the two- step flow
2.5 Interpersonal Influence
2.6 Theoretical Framework
2.7 Concepts of opinion leadership in Owo Township
2.9 Historical background of Owo Township
2.8 Conclusion
CHAPTER THREE
RESEARCH METHODOLOGY
3.0 Research Method
3.1 Population of the Study
3.3 Population Size
3.4 Sampling
Technique
3.5
Data Collection Instrument
3.6 Validity Of
The Instrument
3.7 Data
Collecting Process
3.7 Data Analysis
CHAPTER FOUR
DATA PRESENTATION AND ANALYSIS
4.1 Presentation
And Analysis Of Data
CHAPTER FIVE
SUMMARY, CONCLUSION AND
RECOMMENDATION
5.1 Summary
5.2 Recommendations
5.3 Conclusion
REFERENCES
CHAPTER ONE
INTRODUCTION
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.
1.2
Statement
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 out.
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.
1.6 Research Question
(1) Do people of Owo Township feel the
impact of opinion leader?
(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?
1.7
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 society.
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.
1.7
Scope
of The Study
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
The
following are the problem encountered during the research work.
1.
TIME:
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.
2.
COST:
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
execution.
3.
EXACTNESS:
To ensure the behaviour of human
being, it is impossible to predict such behaviour with absolute
exactness or accuracy.
4.
UNRELIABLE
DATA: Some
primary, secondary data may be unreliable because of.
5.
Gathering
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.
1.9
Definition
of Terms
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 user.
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 audience.
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