The so-called Key Opinion Leaders (KOLs) play a key role in the communication process. It is their opinion, point of view or position that is considered to influence public opinion.
The reason for their influence springs from two different sources. One is the authority, the specialized knowledge that everyone admits that a KOL possesses. For example, on matters of Public Health, the opinion of a doctor has a different value compared with the opinion of a simple journalist / columnist.
The second source of the influence of a KOL can be her/his popularity and recognition. When, someone, for example, wants to promote their campaign message, they often “use” a famous person as an ambassador, regardless of specialty, in order to reach the general public.
When it comes to political communication, where authority is often questioned and simple popularity can be considered of secondary importance, opinionated intellectuals have traditionally held a KOL position.
In this category, sports people have traditionally stood off, collectively presenting a profile that suited, with few exceptions, more the a-political stance and the lifestyle approach.
In this light, the recent massive activation of NBA athletes, who went on strike to strengthen the «Black Lives Matter» movement’s message, is not just breaking a stereotype; it may also usher in a new era for the KOL concept in political communication.
