Mass Media in Zambia Demand-Side Measures ... - AudienceScapes

The Hyper Users‐ Those Who Use Media DailyThe figure below shows the proportion of respondents from each income tier, genderand location type who said they listen to the radio or watch TV daily. These hyper usershave greater representation among males, urbanites and those with relatively higherincomes.Ic: News Source Preferences and Opinion LeadershipDevelopment strategists sometimes focus communication and information‐sharing efforts oninfluential members of a group, under the assumption that such people (opinion leaders) willhave a disproportionate impact on the views and attitudes of the group as a whole. Theconcept of opinion leadership is applied in many areas of social science research, notably inscience communication and election studies, to understand how some individuals exertrelatively strong sway on a general population. 4In the AudienceScapes framework, we define opinion leaders as those whom others turn tomost for information and perspectives on various issues. 54 Matthew Nisbet, Ph.D, Professor at American University, "A Two Step Flow of Influence? Opinion Leader Campaigns onClimate Change" Science Communication, March 2009, 30.5 Zambian opinion leaders were defined as the top third of Zambians with the highest cumulative points on four items: (1) howoften people came to a respondent to get news and information; (2) how often respondents discussed news and information