Running Head: COMMUNICATION BREAKDOWN IN KOL SUBCULTURE 1

Communication Breakdown in Key Opinion Leaders (KOL) Subculture

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Communication Breakdown in Key Opinion Leaders (KOL) Subculture

Background

For this study, we chose the Key Opinion Leaders (KOL). KOL refers to a group of

people who have expertise in certain fields and their advices and opinions in these fields are

highly respected. Given that Key Opinion Leaders have specific niches, they usually have

segmented and specific audience whom they have authority over and can advise them

accordingly (Burns, 2019). Economically, Key Opinion Leaders have a great impact on specific

products as they are capable of advertising them and wooing their followers to make purchases.

The main reason behind this is the impact they have on consumer behavior. Many people fail to

differentiate between KOL and influencers. Despite being a slim, the main difference between

the two is that influencers mainly operates online via social media mainly through YouTube and

blog sites (Influencer, 2020).

It is, however, important to note that influencers can become Key Opinion Leaders with

the help of brands. This is because when they help brands to advertise their products and make

huge sales they become ambassadors of the brands. In this way, they learn more about the

product and thus be able to advice their followers about the products. Other reasons why brands

collaborate with KOLs and influencers includes reaching as many people as possible in its target

market, and gain the customers’ trust thus earn credibility through the marketing done by the

chosen influencers. Many bands have resorted to this form of advertising opposed to traditional

advertising since the current population, the millennials, who are influence by word of mouth by

over 115% unlike traditional advertising. It is, therefore, clear that influencers make a living by

advertising and endorsing products and brands. On the contrary, KOLs do not depend on

advertising in order to make a living but instead have real jobs in their areas of expertise. They
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are, therefore, trusted experts because of their knowledge in a given field rather than the

followers they have. KOLs exists in various fields and they can be doctors, academicians,

dentists, designers, professional advisors, and even politicians among many others (Burns, 2019).

Across the globe, there are specific KOLs in different regions. For example, in Hong

Kong the most prominent KOLs include Lily Wong, Alvin Chan, Moanna Shum, and Noel Li

among many others (Frost, 2020). These influencers with expertise in their designated fields

have played a great role in sharing information and giving advices to other people. For instance,

Alvin Chan is a great photographer, rapper, and influencer who have depicted great passion in

what he does thus helping people learn and get motivated. Sadly, not everyone has access to or

are registered on social media evident from Alvin Chan’s Instagram of only approximately 10,

000 followers. It is, therefore, clear that not everyone can access the valuable information shared

by KOLs on their social media pages (Frost, 2020). Information and valuable advices by the Key

Opinion Leaders have, therefore, faced great disconnect from the general population in Hong

Kong and other jurisdictions across the globe.

Areas of Possible Communication Breakdown

With the bid to understand communication breakdown between the KOL subculture and

the mainstream culture, it is important to understand the communication breakdown between the

two. To achieve this, we conducted research and interviews to find first-hand information on the

communications styles used by the two cultures and thus unearth the differences. From this, we

found out that the two cultures have varied interests, customs, and beliefs thus the intercultural

communication barriers.

Communication Styles
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1. High-context communication

From the research and interviews conducted, it was determined that Key Opinion Leaders

(KOL) subculture depicts a high-context communication style. A high-context communication

style refers to one that is mainly based on the underlying context, message’s tone, and meaning

rather than just the words or non-verbal cues (Shofner, 2020). KOLs are experts and thus need to

voice out their expertise in everything they say or do. They, therefore, have to make a good word

choice and good word articulation. The internet has a great memory as it never forgets.

Therefore, whatever anyone says or writes and posts in the internet is very sensitive and can be

used against the if not careful enough. This is very different from the mainstream culture in

Hong Kong as the use of non-verbal cues such as gestures is valued.

The work of KOLs is to provide expert advice to people on specific disciplines majorly

through social media and the internet. KOLs, therefore, have to maintain a good online presence

so as to ensure that they portray a trustworthy image to their followers. Apart from that, the

meaning and underlying context of a message is important to the KOLs as it assures them that

their message has been well received and understood by their target audience. For example, if

they want to educate the audience on a given concept, KOLs would ensure that the word choice

is on point and relatable to the audience. It is, therefore, clear that the message, tone, and

underlying context matters a lot thus depicting a high-context communication style.

2. Direct Communication

The research and study also depicted that KOLs use direct communication. Direct

communication refers to an instance where the person conveying a message is straightforward

and sends clear and easy to understand verbal messages to the receiver. In such cases, the
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speaker usually has true intentions without any underlying or hidden message (Multicultural,

2020). Direct communication style is majorly preferred by people who are conveying a specific

message and they want the receiver to understand it plainly without any struggles due to its

nature of no underlying messages. KOLs’ main task is to advice people and provide them with

the necessary information in a given field. When trying to ensure that someone understands, the

communication style should always be straightforward as much as possible. Apart from that,

people’s concentration span online is very short and thus KOLs need to be brief and

straightforward to ensure that their target audience are not bored but instead gets the intended

message.

The mainstream culture is, however, completely different as it is not conversant with the

social media thus uses indirect communication style. They value the use of body language and

gestures to elaborate and enhance the memorability of a message. Apart from that, the

mainstream culture depicted in Hong Kong is also characterized by use of words and languages

with hidden meanings.

Intercultural communication barriers

There are various barriers to effective communication. These barriers include lack of

internet access and the knowledge of social media. in the mainstream culture, many people do

not have access to the internet and also knows very little about the social media. It, therefore,

shows the problem where a KOL is a highly qualified and recognized person but has very small

following in the social media regardless. Also, the young people are the ones on social media

mostly thus disadvantaging the KOLs whose target audience in the old people who might not be

on social media.
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Another barrier of intercultural communication is ethnocentrism. This is depicted where

the mainstream culture believes that their way of communication is the best and judges the social

media by pointing out its flaws without considering the benefits. Such judgements and

stereotypes have tainted the internet thus disadvantaging the KOLs who rely on the internet to

pass their messages and even advice people on their fields of expertise (Ahuja, 2019. P 12-13).

Solutions/Recommendations for tackling intercultural communication barriers

To counter the intercultural barriers, there is an array of strategies that can be put in

place. One of them is pointing out the benefits of a communication style such as the internet

rather than focusing on the cons alone (Chron, 2020). By doing this, the morale of KOLs will be

boosted and thus feel spirited to perform their tasks with ease. Another way of tackling

intercultural communication barriers is developing intercultural sensitivity. Such an environment

helps to appreciate the difference between various people and their cultures. This move enables

people to embrace their differences and learn to work together without much disorientations

(Chron, 2020). Finally, intercultural communication barriers can also be resolved by having a

special focus on individual behavior. Intercultural communication is mainly a process and

everyone should be involved in the process to enable them embrace their differences and learn

about each other (Chron, 2020). In this way, they will do away with intercultural communication

barriers.

Solutions/Recommendations for tackling different communication styles

The difference in communication styles between mainstream culture and KOL subculture

have caused communication breakdown which can be resolved using different solutions. One of

the recommendations is seeking guidance and exhibiting loyalty (Gleeson, 2016). KOLs should
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accommodate and understand the mainstream culture who might not be conversant with social

media and the internet at all. This is enough for them to show loyalty to the mainstream culture

by tolerating their communication style and avoiding judgement as much as they can. Through

this, there will be understanding between the two cultures and thus foster understanding.

Consequently, the problems caused by different communicating styles will have been resolved.
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References

Ahuja, K. P. (2019). Intercultural Conflict + Barriers to Intercultural Communication.

Community College of City University. p. 4, 12-13.

Burns R. (22nd August 2019). What Are KOLs? Why You Need Key Opinion Leaders in Your

Marketing Strategy. Retrieved from https://www.activecampaign.com/blog/key-opinion-

leaders

Chron (13th November 2020). Strategies for Dealing with Intercultural Communication.

Retrieved from https://smallbusiness.chron.com/strategies-dealing-intercultural-

communication-11875.html

Frost A. ((19th August 2020). KOLs: The what, who, where of influencers in Hong Kong.

Retrieved from https://www.firstpage.hk/resources/social/kols-influencers-hk/

Gleeson B. (29th November 2016). 3 Steps for Effective Communication and Dealing with

Sensitive Issues. Retrieved from

https://www.forbes.com/sites/brentgleeson/2016/11/29/3-steps-for-effective-

communication-and-dealing-with-sensitive-issues/?sh=56ddb06249a1

Influencer Marketing Hub. Key Opinion Leaders – What Are They And Why Should You Care?

retrieved from https://influencermarketinghub.com/kols-key-opinion-leader/

Multicultural You (22nd June 2020). Direct and Indirect communication styles. Retrieved from

https://multiculturalyou.com/2020/06/22/direct-and-indirect-communication-styles/
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Shofner K. Communicating in high-context vs low-context cultures. Retrieved from

https://www.unitedlanguagegroup.com/blog/communicating-high-context-vs-low-

context-cultures