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Opinion Leaders / Social Media / 2013 Parliamentary Elections in the Czech Republic

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brief history of the 'opinion leader' concept / 2013 Parliamentary Elections in the Czech Republic / social media

brief history of the 'opinion leader' concept / 2013 Parliamentary Elections in the Czech Republic / social media


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  • 1. winter semester 2013/2014 OPINION LEADERS The Two-Step Flow of Communication JAKUB RŮŽIČKA jameslittlerose@gmail.com cz.linkedin.com/in/littlerose
  • 2. Let me introduce myself
  • 3. Jakub Růžička
  • 4. Outline
  • 5. Outline The (hi)story of the Opinion Leadership concept Research on the Two-Step Flow of Communication theory Are social media changing the paradigm? 2013 Parlimentary Elections in the Czech Republic Research Conslusions & Discussion
  • 6. Outline The (hi)story of the Opinion Leadership concept Research on the Two-Step Flow of Communication theory Are social media changing the paradigm? 2013 Parlimentary Elections in the Czech Republic Research Conslusions & Discussion
  • 7. The most influential information sources Who / What / How influenced you during the last elections?
  • 8. Opinion leadership theory/concept communication studies media studies marketing sociology research question Who shapes our opinions? politology
  • 9. The history of the concept 1930s
  • 10. The history of the concept Magic Bullet Theory
  • 11. The Two-Step Flow of Communication Paul Felix Lazarsfeld 3 Communication Actors
  • 12. Outline The (hi)story of the Opinion Leadership concept Research on the Two-Step Flow of Communication theory Are social media changing the paradigm? 2013 Parlimentary Elections in the Czech Republic Research Conslusions & Discussion
  • 13. Paul Felix Lazarsfeld‘s research proof of the importance of F2F communication
  • 14. The most influential information sources Who / What / How influenced you during the last elections?
  • 15. Follow-up research more sophisticated research methodology & tools referential groups tradition & family influences general vs. specialized influencers personality strength measurement collective opinions
  • 16. Before we‘ll move on...
  • 17. Social Media
  • 18. Outline The (hi)story of the Opinion Leadership concept Research on the Two-Step Flow of Communication theory Are social media changing the paradigm? 2013 Parlimentary Elections in the Czech Republic Research Conslusions & Discussion
  • 19. blog rss youtube vimeo foursquare facebook twitter linkedin google+ instagram pinterest flickr picassa reddit digg
  • 20. Social media who is who? passive X active users
  • 21. Tracking & impact
  • 22. The ‘value‘ of a fan level of influence size of network
  • 23. Virality
  • 24. Pareto‘s principle
  • 25. Pareto‘s Principle & The Long Tail Concept
  • 26. Outline The (hi)story of the Opinion Leadership concept Research on the Two-Step Flow of Communication theory Are social media changing the paradigm? 2013 Parlimentary Elections in the Czech Republic Research Conslusions & Discussion
  • 27. Research & data 2013 Parlimentary Elections in the Czech Republic
  • 28. ELECTION RESULTS % ČSSD (Czech Social Democratic Party) ANO 2011 (Action of Dissatisfied Citizens) KSČM (Communist Party of Bohemia and Moravia) TOP 09 (Tradition Responsibility Prosperity 09) ODS (Civic Democratic Party) Úsvit přímé demokracie (Dawn of Direct Democracy) KDU-ČSL (Christian and Democratic Union – Czechoslovak People's Party) Strana Zelených (Green Party) Česká pirátská strana (Czech Pirate Party) Strana svobodných občanů (Party of Free Citizens) SPOZ (Party of Civic Rights – Zemanovci) ... 25.45% (1,016,829) Tohle těch 7% rozdílu ve Fans Hlavu vzhůru (Cheer up - voting block) (# of people) 18.65% (927,240) 14.91% (741,044) 11.99% (596,357) 7.72% (384,174) 6.88% (342,339) 6.78% (336,970) 3.19% (159,025) 2.66% (132,417) 2.46% (122,564) 1.51% (75 113) ... 0.42% (21,241)
  • 29. ELECTION RESULTS % ČSSD (Czech Social Democratic Party) ANO 2011 (Action of Dissatisfied Citizens) KSČM (Communist Party of Bohemia and Moravia) TOP 09 (Tradition Responsibility Prosperity 09) ODS (Civic Democratic Party) Úsvit přímé demokracie (Dawn of Direct Democracy) KDU-ČSL (Christian and Democratic Union – Czechoslovak People's Party) Strana Zelených (Green Party) Česká pirátská strana (Czech Pirate Party) Strana svobodných občanů (Party of Free Citizens) SPOZ (Party of Civic Rights – Zemanovci) ... 25.45% (1,016,829) Tohle těch 7% rozdílu ve Fans Hlavu vzhůru (Cheer up - voting block) (# of people) 18.65% (927,240) 14.91% (741,044) 11.99% (596,357) 7.72% (384,174) 6.88% (342,339) 6.78% (336,970) 3.19% (159,025) 2.66% (132,417) 2.46% (122,564) 1.51% (75 113) ... 0.42% (21,241)
  • 30. ANO 2011 64.2k fans 62k total engagement
  • 31. TOP 09 84.9k fans 46.5k total engagement
  • 32. Outline The (hi)story of the Opinion Leadership concept Research on the Two-Step Flow of Communication theory Are social media changing the paradigm? 2013 Parlimentary Elections in the Czech Republic Research Conslusions & Discussion
  • 33. Conclusions
  • 34. The most influential information sources Who / What / How influenced you during the last elections?
  • 35. winter semester 2013/2014 QUESTIONS & DISCUSSION Opinion Leaders The Two-Step Flow of Communication JAKUB RŮŽIČKA jameslittlerose@gmail.com cz.linkedin.com/in/littlerose