This study applied the two-step-flow-of-information model within an ethnographic approach to explore the two-step-flow of information model for re-conceptualizing opinion leadership via Twitter in the post-Jan25 revolution era. The study is inspired by the 25th of January revolution that shacked many of the taken-for-granted thoughts and perceptions. The study belongs to the new trend in media-audience studies claiming that with media convergence, 'the user is the tool,' and 'the sender becomes the message.' The data collection tools are (a) seven months of participant-observation conducted on a purposive sample of approximately 400 Egyptian tweeps, (b) online semi-structured interviews conducted with a purposive sub-sample of eighteen tweeps, and (c) seventy online questionnaires. Four major concepts were examined; opinion leaders, leaders-followers relationship, linear versus circular flow-of-information, and the role of Twitter in the flow-of-information in post-Jan25 revolution era. Analysis found that Twitter is distinguished for its users' characteristics more than its technological features. Within Twitter, there are more of opinion-organizers, recommenders, analyzers, more than leaders. Data imply that traditional media outstanding position in the flow-of-information model is challenged; it needs to go beyond having an online URL, Facebook page, or Twitter account, to upgrade its old rules and regulations, and the mentality guiding its performance, as well as to focus more on service and informational roles than publicity and manipulation. Indications suggest that Egyptian tweeps have a mutually equal leader-follower relationship.
Journalism & Mass Communication Department
MA in Journalism & Mass Communication
Date of Award
Online Submission Date
Library of Congress Subject Heading 1
Online chat groups -- Political aspects -- Egypt.
Library of Congress Subject Heading 2
Social media -- Political aspects -- Egypt.
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(2012).An ethnographic study of the re-conceptualization of opinion leadership via Twitter amongst Egyptian revolutionaries in the post-Jan25 revolution era [Master’s thesis, the American University in Cairo]. AUC Knowledge Fountain.
AbdAlmotagally, Hend AbdAlrahman. An ethnographic study of the re-conceptualization of opinion leadership via Twitter amongst Egyptian revolutionaries in the post-Jan25 revolution era. 2012. American University in Cairo, Master's thesis. AUC Knowledge Fountain.