Nisbet, M. C., & Kotcher, J. E. (2009). A two-step flow of influence? Opinion-leader campaigns on climate change.

Title: A two-step flow of influence? Opinion-leader campaigns on climate change Authors: Nisbet, M. C., & Kotcher, J. E. Year: 2009

Summary: In this article, Nisbet and Kotcher (2009) examine the effectiveness of opinion-leader campaigns in shaping public opinion on climate change. The authors propose a two-step flow of influence, where opinion leaders act as intermediaries between the mass media and the public, influencing public opinion and behavior.

The article reviews various opinion-leader campaigns that target influential individuals, who can then relay climate change information to their social networks. The authors argue that these campaigns can be effective in promoting awareness, concern, and support for climate change mitigation policies. By targeting opinion leaders, the campaigns can potentially reach a broader audience and create a ripple effect of influence.

Nisbet and Kotcher also emphasize the importance of identifying the right opinion leaders, as their credibility and trustworthiness can significantly impact the effectiveness of the campaigns. The authors suggest that opinion leaders should have a deep understanding of the issue, be able to communicate it effectively, and be able to connect with their target audience.

In conclusion, the article highlights the potential of opinion-leader campaigns in influencing public opinion on climate change. By targeting key individuals who can effectively communicate and share information with their social networks, these campaigns can potentially create a wider impact on public awareness and support for climate change mitigation efforts.