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Abstract

This study explores how a piece of information flows in social media–based public forums, whether opinion leaders emerge from this flow of information, and what characteristics opinion leaders have in such forums. Using network analysis and statistical measures to examine two Twitter-based discussion groups centered on political discussions in South Korea, we found that the discussion network was concentrated but relatively inclusive and that the two-step flow of communication model still had explanatory power in online public forums. Opinion leaders were found to be influentials but not content creators. These findings provide implications for the dynamic of a public sphere, two-step flow of communication model, and structural approach to online public forums.

Keywords

online public forum social media Twitter two-step flow of communication opinion leadership network analysis

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