Opinion Leaders in Cyberspace

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YEUNGNAM UNIVERSITY …

YEUNGNAM UNIVERSITY
COMMUNICATION & MEDIA students

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  • 1. Opinion leaders in cyberspace YEUNGNAM UNIVERSITY COMMUNICATION & MEDIA
  • 2. <1> Features of Cyberspace
    • Definition of Cyberspace
    • - In computer technology, cyberspace refers to data bank and networks, considered as a place.
    • It is the interface that human and computer come in touch with .
    • It often called Artificial reality, virtual worlds, virtual environment, synthetic environment.
  • 3. <1> Features of Cyberspace
    • 1. An interactivity of information and an opinion.
    • - People those who dial in internet send and receive data and information freely.
    • 2. An opening to unspecified individuals.
    • - The data and information are intended for unspecified individuals.
    • * Making an interactivity and an opening possible is participation of users.
    • - RAM (Radical Access Member) - active data sender
    • ROM (Read Only Member) - passive user
  • 4. <2> Features of Opinion Leaders
    • Definition of Opinion leaders.
    • - Opinion leaders in cyberspace is a individual that hold a dominant position affecting other people’s opinion.
    • Provider of information and opinions.
    • 1. Individual features.
    • 1) Involvement : In their real life, opinion leaders are interested in a specific field and have more information than opinion followers. So, RAM have a high level of involvement comparing with that of ROM.
  • 5. <2> Features of Opinion Leaders
    • 2) Individuation
    • - Private individuation : A propensity that oneself evaluates distinction with other people.
    • - Public individuation : To catch person’s eyes, they do peculiar behaviors, make another person recognize and evaluate their behaviors.
    • * Opinion leaders communicate information and opinions to others in a specific group, that makes them distinguish from other people. Opinion leaders must have these individuation.
  • 6. <2> Features of Opinion Leaders
    • 2. Social features.
    • - Opinion leaders acquire experience of the world and jobs from frequent contact with people, participate in social events. In real life, opinion leaders have a wide circle of acquaintances, so they easily acquire information and send data. Similarly, in cyberspace, there is a strong probability that and an active sender will obtain useful information.
    • 3. Information sources and influence sources.
    • - To be opinion leaders in cyberspace, getting information is the most fundamental element.
  • 7. <2> Features of Opinion Leaders
    • 4. Features of demography.
    • - Users of cyberspace are widely distributed as internet comes into wide use. In internet, users who provide various information and opinions will be an active opinion leader. So, an age, sex and jobs have nothing to be with opinion leaders.
  • 8. <3> Examples of Opinion leaders.
    • 1. Opinion leaders in UCC
    • - UCC site using visual elements makes it easy to understand about agenda, so, recently many people use this communication contents. A representative UCC site of America, YOUTUBE is the space that people in the world exchange opinions using movies.
  • 9. <3> Examples of Opinion leaders.
    • - Through the UCC site, this woman reveals her view of Kimchi.
    • It provide bad information about Kimchi, lead users to communicate about that.
  • 10. <3> Examples of Opinion leaders.
    • 2. Opinion leaders in bulletin board.
    • - The early days of internet, bulletin board is the most typical contents sharing opinions and information with many people. Because whoever will be an opinion leader, sensational and extreme opinion can arouse a controversy.
  • 11. <3> Examples of Opinion leaders.
    • - The trouble issued from this picture in bulletin board.
    • This picture makes it possible to dispute about aggressive ways of a Christian missionary.
  • 12. <3> Examples of Opinion leaders.
    • 3. Opinion leaders through the use of social position.
    • - Communicating opinions to others of celebrities is on the increase lately. In case of entertainers, their daily life, fashion code, and their values are conveyed by their homepages. The tendency appears that the general public imitate and prefer to their lifestyle.
  • 13. <3> Examples of Opinion leaders.
    • - This is Seo jung roi’s blog as a entertainer of China.
    • There is a dairy which is she was written, many people communicate with each other in her homepage.
  • 14. <3> Examples of Opinion leaders.
    • 4. Opinion leader in Blog.
    • - Alpha blogger : Popular and superior blogger.
    • ( ‘Alpha’ means dominent, the most influential person.)
    • Alpha blogger making sure of many readers can form public opinion.
  • 15. <3> Examples of Opinion leaders. - Robert Scoble’s Blog “ Scobleizer ” He was completely unknown until his data is in alpha blogger’s favor.
  • 16. <4> Conclusion
    • Demands of users about virtual worlds and online communities will activate and increase more and more.
    • In the future, who will be an opinion leader in cyberspace?
    • It is difficult question to answer. But, one of obvious thing is whoever wants to be opinion leaders will be that.
    • Effects of the media in charge of agenda setting will weaken gradually, effects of opinion leaders in cyberspace will strengthen. Agenda setting of opinion leaders in cyberspace will affect that of media.
  • 17. THANK YOU_