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Science Communication
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A Two-Step Flow of Influence?

Opinion-Leader Campaigns on Climate Change

Matthew C. Nisbet

American University, Washington, DC, nisbet{at}american.edu

John E. Kotcher

National Academies, Washington, DC

In 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.

Key Words: opinion leaders • influentials • climate change • framing • digital networks

This version was published on March 1, 2009

Science Communication, Vol. 30, No. 3, 328-354 (2009)
DOI: 10.1177/1075547008328797
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