The Social Capital of Opinion Leaders

Abstract

Opinion leaders are more precisely opinion brokers who carry information across the social boundaries between groups. They are not people at the top of things so much as people at the edge of things, not leaders within groups so much as brokers between groups. The familiar two-step flow of communication is a compound of two very different network mechanisms: contagion by cohesion through opinion leaders gets information into a group, and contagion by equivalence generates adoptions within the group. Opinion leaders as brokers bear a striking resemblance to network entrepreneurs in social capital research. The complementary content of diffusion and social capital research makes the analogy productive. Diffusion research describes how opinion leaders play their role of brokering information between groups, and social capital research describes the benefits that accrue to brokers.