A two-step flow of influence?: Opinion-leader campaigns on climate change.
Nisbet, Matthew C., & Kotcher, J. E. (2009). A two-step flow of influence?: Opinion-leader campaigns on climate change. Science Communication, 30(3), 328-354. doi:10.1177/1075547008328797
AbstractIn this article, we review concepts, measures, and strategies that can be applied to opinion-leader campaigns on climate change.
These campaigns can be used to catalyze wider political engagement on the issue and to promote sustainable consumer choices
and behaviors. From past research, we outline six relevant categories of self-designated opinion-leaders, detailing issues
related to identification, recruitment, training, message development, and coordination. We additionally analyze as prominent
initiatives Al Gore's The Climate Project and his more recent We campaign, which combines the recruitment of digital opinion-leaders
with traditional media strategies. In evaluating digital opinion-leader campaigns, we conclude 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 digital opinion-leaders effective and in which ways can online interactions strengthen
or build on real-world connections.