ABSTRACT
John F. Kennedy's inquisitiveness illustrates the importance of interpersonal influence, or opinion leadership, in modern political persuasion. The limited effects model views interpersonal opinion influence as a mitigating factor that limits the impact of the media. The agenda-setting model views interpersonal discussions as reflective of media priorities. Uses-gratification theory views "interpersonal utility" as one of the reasons that voters seek information from the news. Most academic research on the topic has focused on the role of interpersonal opinion leadership as it affects public opinion, an approach. But the concept of interpersonal influence has a much broader view among consultants, one that includes interpersonal opinion leadership, diffusion of information, elite leaders, lobbyists, and legislative leadership. Interpersonal influence operates on multiple levels in political campaigns. Interpersonal communication is also a factor in candidate interactions with elite opinion leaders when the candidates seek donations and support that will legitimize their campaigns.
