THE IMPACT OF OPINION LEADERS IN INFORMATION DISSEMINATION IN NIGERIA

CHAPTER ONE

INTRODUCTION

1.1 Background of the study

One of the driving forces or meaningful changes or advancements in advocacy efforts or a diffusion of innovation, that is, Behaviour Change Communication works better through the efforts of opinion leaders who can sway public opinion in favour of the desired change. Hence governments at any level whether local, state or federal understands the importance of these persons and in most cases incorporate them into government efforts at bringing about development and successful policy formulation or implementation. Again, governments take advantage of stakeholders meetings even in Okada community or Town Hall Meetings in order to know the aspirations of the people as well as explain government policies to members of a society. These policies are better seen, appreciated, accepted or rejected by these communities when swayed by opinion leaders at all levels. According to Israel and Wilson (2006), developing an understanding of extension sources and channels used by clients to obtain information is a pre-requisite for efficient educational programming because messages that go unheard or unseen cannot lead to change. Though early extension effort based on direct communication with clients, changes in society and technology have resulted in programmes using diverse array of communication channels to reach clients, both directly and through surrogates. Many clients, especially other people continue to rely on more traditional channels for agricultural information while using newer technologies as a complement (Howell and Hebron, 2004, Vergot et al, 2005, Boz and Ozca, 2010).

Importantly, Opinions is a key in any given system or society. It determines how great or small a concept, event, enterprise or invention can be. It is held by all feely, given freely or paid for as a professional fee or service. It is the building block of any society or organization. It is an integral part to the process of policy formulation or strategy development. Opinion differentiates one man from another; it unites one man to another. Great opinions and ideas has resulted in some of the finest inventions, scientific and medical breakthroughs ever experienced worldwide, the greatest discoveries, the greatest mergers, partnerships or collaborations around the world resulting in hundreds of millions of dollars. Opinions have also resulted in the development and advancement of societies from rural to urban centres with the finest of standards in terms of living, opinion has provided answers to any/ every societal issue. Opinions are expressed by individuals and there are people whose views or statements are held in high esteem. Some of such persons, when around can sway public views and expressions in a particular direction or the other. Their views could mean the difference between peace or strife, love or hatred, life or death, victory or failure, action or abstinence or inaction. These people whose views and opinions are so powerful in any given group, organization or society are mostly referred to as opinion leaders.

In this dispensation, opinion leadership as it concerns the rural setting in the realization of the concept of development communication become not only important, but also very necessary. This is because, the rural dwellers thrive in an environment of interpersonal form of communication, opinion leaders assume priority and importance. In this respect, village and community opinion leaders serve as the linkage between their people and those that package development communication information and messages.

1.2 Statement of the problem

In recent times, traditional media and the social media have helped to redefine how society works because even within a community, the influence of the media can cause followership of members of a community to transcend the boundaries of the community like Owo.Although Information dissemination and management are critical aspects of what makes any society function effectively and a lot of times, people depend on the judgement of certain members of the society to take decisions on what concerns the society or government policies, while others require explanation or approval from key members of the society to determine what would be the right action to take.

From a marketing perspective, opinion leaders are characterized by influence, interpersonal word-of-mouth communication, expertise, and innovative behavior (Goldsmith and Eastman, 1996). It is also believed that opinion leaders have an enduring involvement with a product class, which motivates them to seek and share information with others (Goldsmith and Flynn, 1994). Therefore, it is relevant to examine opinion leaders in terms of enduring involvement, influence, expertise, and information sharing. The recent developments in political communication, in particular the process of popularization of politics and the diffusion of Internet, are notably challenging the relationship between citizens and media. In this rapidly evolving context it is worth analysing the role of political discussion in personal networks and small groups. Also, very recent research has offered new evidence to the old thesis that, despite the massive presence of mass media, personal discussion shapes the formation of the political opinion. A particularly important aspect concerns the nature of opinion leadership: How are the new opinion leaders able to influence processes of interpersonal communication? The study does not attempt to be holistic but limits itself to the concept of opinion leadership, opinion leaders and information dissemination with the sole aim been an understanding of how opinion leaders tend to sway public opinion.

1.3     Objective of the study

The broad objective of this study is to examine the impact of opinion leaders in information dissemination in Nigeria. Other specific objectives includes:

i.         To ascertain whether opinion leaders determine how information is disseminated or received in Owo.

ii.       To establish the extent at which opinion leaders determine how information is disseminated or received in Owo

iii.    To investigate channels used the most for interaction by respondents and opinion leaders

iv.    To determine significance of the opinion leaders in the information dissemination process in Owo.

1.3 Research Question

The study is guided by the following research questions:

i.         Does opinion leaders determine how information is disseminated or received in Owo?

ii.       What is the extent at which opinion leaders determine how information is disseminated or received in Owo?

iii.    What are the  channels used the most for interaction by respondents and opinion leaders?

iv.    What is significance of the opinion leaders in the information dissemination process in Owo?

1.5     Significance of the study

 The significance of this study is based on the importance of using the right channel of communication for rural development (interpersonal communication). It will provide a key for understanding and predicting outcomes of communication process. It will also reveal the needed platform on which the position of opinion leadership in pursuit of the objectives of using communication to bring about development will be appraised. However, it will also add to stock of knowledge already existing in the area of opinion leadership and development communication.

1.6     Scope of the Study

The scope of this study borders on  impact of opinion leaders in information dissemination in Nigeria.The study further discusses the role played by opinion leaders and the channels through which information is disseminated and received by rural respondents. The study is however delimited to Owo Township in Owo local government in Ondo State.

1.7 Limitation of Study

Like in every human endeavour, the researchers encountered slight constraints while carrying out the study. The significant constraint was the scanty literature on the subject owing that it is a new discourse thus the researcher incurred more financial expenses and much time was required in sourcing for the relevant materials, literature, or information and in the process of data collection, which is why the researcher resorted to a limited choice of sample size covering  Owo Township in Owo local government in Ondo State. Thus findings of this study cannot be used for generalization for other private schools in other states within Nigeria. Additionally, the researcher will simultaneously engage in this study with other academic work will impede maximum devotion to the research. Howbeit, despite the constraint encountered during the  research, all factors were downplayed in other to give the best and make the research successful.