The Comparative Characteristics of Opinion Leaders: From Mass Media Era to Online Communication Era
Article Sidebar
Main Article Content
Abstract
This article aims to comparatively analyze the development and roles of Opinion Leaders from the traditional mass media era to the digital age, encompassing KOLs (Key Opinion Leaders), KOCs (Key Opinion Consumers), Influencers, and AI Influencers. This study draws on documentary analysis and a comprehensive literature review. It argues that although the Two-Step Flow of Communication theory, is foundational, it is insufficient for explaining contemporary phenomena. This limitation arises from major societal changes and media landscape transformations, particularly media decentralization and the rise of the active audience. These developments have dismantled the traditional top-down communication structure and shifted information flow toward the Multi-Step Flow theory, which reflects a more complex, multi-directional network. The article also examines key accelerators in the digital age, including the role of Algorithmic Gatekeeping and its effect on users' perception, affection (feelings), and behavior; the significant shift in credibility (from expertise to relationships); and the influence of AI Influencers within the creator ecosystem. The analysis concludes that the Two-Step Flow structure has substantial limitations. A comprehensive understanding of contemporary opinion leadership requires a Multi-Step Flow framework that incorporates media decentralization and audience empowerment as essential variables. Finally, the article proposes directions for future research.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
ลิขสิทธ์ที่ผู้เขียนบทความต้องยอมรับ
References
การตลาดวันละตอน. (2566, 29 กันยายน). ทำความเข้าใจหลักการ และการทำงานของ TikTok Algorithm. https://everydaymarketing.co/knowledge/tiktok-algorithm/
Abidin, C. (2016). “Aren’t these just young, rich women doing vain things online?”: Influencer selfies as subversive frivolity. Social media + Society, 2(2), 2056305116641342. https://doi.org/10.1177/2056305116641342
Audrezet, A., de Kerviler, G., & Moulard, J. G. (2020). Authenticity under threat: When social media influencers need to go beyond self-presentation. Journal of Business Research, 117, 557–569. https://doi.org/10.1016/j.jbusres.2018.07.008
Bennett, W. L., & Manheim, J. B. (2006). The one-step flow of communication. The Annals of the American Academy of Political and Social Science, 608(1), 213–232. https://doi.org/10.1177/0002716206292266
Horton, D., & Wohl, R. R. (1956). Mass communication and para-social interaction: Observations on intimacy at a distance. Psychiatry, 19(3), 215–229. https://doi.org/10.1080/00332747.1956.11023049
Jin, S. V., Muqaddam, A., & Ryu, E. (2019). Instafamous and social media influencer marketing. Marketing Intelligence & Planning, 37(5), 567–579. https://doi.org/10.1108/MIP-09-2018-0375
Kaplan, A. M., & Haenlein, M. (2019). Siri, Siri, in my hand: Who’s the fairest in the land? On the interpretations, illustrations, and implications of artificial intelligence. Business Horizons, 62(1), 15-25. https://doi.org/10.1016/j.bushor.2018.08.004
Katz, E. (1957). The two-step flow of communication: An up-to-date report on a hypothesis. Public Opinion Quarterly, 21(1), 61–78. https://doi.org/10.1086/266687
Katz, E., & Lazarsfeld, P. F. (1955). Personal influence: The part played by people in the flow of mass communications. Free Press.
Lazarsfeld, P. F., Berelson, B., & Gaudet, H. (1948). The people’s choice: How the voter makes up his mind in a presidential campaign (2nd ed.). Columbia University Press.
Mrad, M., Khansa, L., & Mkaouar, M. (2022). Artificial intelligence-based virtual influencers: An investigation of the impact of virtual influencers on consumers’ behavioural intentions. International Journal of Information Management, 66, 102528. https://doi.org/10.1016/j.ijinfomgt.2022.102528
Napoli, P. M. (2015). Social media and the public interest: Governance of news platforms in the realm of individual and algorithmic gatekeepers. Telecommunications Policy, 39(9), 751–760. https://doi.org/10.1016/j.telpol.2014.12.003
Newman, N. (2021). Journalism, media, and technology trends and predictions 2021. Reuters Institute for the Study of Journalism.
Pariser, E. (2011). The filter bubble: What the Internet is hiding from you. Penguin Press.
