0
winter semester 2013/2014

OPINION LEADERS
The Two-Step Flow of Communication

JAKUB RŮŽIČKA

jameslittlerose@gmail.com

c...
Let me introduce
myself
Jakub Růžička
Outline
Outline

The (hi)story of the
Opinion Leadership
concept

Research on the
Two-Step Flow of
Communication
theory

Are socia...
Outline

The (hi)story of the
Opinion Leadership
concept

Research on the
Two-Step Flow of
Communication
theory

Are socia...
The most influential
information sources
Who / What / How influenced you during the
last elections?
Opinion leadership theory/concept

communication
studies

media studies

marketing

sociology

research question
Who shape...
The history of the concept

1930s
The history of the concept

Magic Bullet
Theory
The Two-Step Flow of Communication

Paul Felix
Lazarsfeld

3 Communication
Actors
Outline

The (hi)story of the
Opinion Leadership
concept

Research on the
Two-Step Flow of
Communication
theory

Are socia...
Paul Felix Lazarsfeld‘s research

proof of the
importance of
F2F
communication
The most influential
information sources
Who / What / How influenced you during the
last elections?
Follow-up research

more sophisticated
research
methodology &
tools

referential groups

tradition & family
influences

ge...
Before we‘ll move on...
Social Media
Outline

The (hi)story of the
Opinion Leadership
concept

Research on the
Two-Step Flow of
Communication
theory

Are socia...
blog

rss

youtube

vimeo

foursquare

facebook

twitter

linkedin

google+

instagram

pinterest

flickr

picassa

reddit...
Social media

who is
who?
passive X
active users
Tracking & impact
The ‘value‘ of a fan

level of
influence
size of
network
Virality
Pareto‘s principle
Pareto‘s Principle & The Long Tail Concept
Outline

The (hi)story of the
Opinion Leadership
concept

Research on the
Two-Step Flow of
Communication
theory

Are socia...
Research & data
2013 Parlimentary Elections
in the Czech Republic
ELECTION RESULTS

%

ČSSD
(Czech Social Democratic Party)
ANO 2011
(Action of Dissatisfied Citizens)
KSČM
(Communist Party...
ELECTION RESULTS

%

ČSSD
(Czech Social Democratic Party)
ANO 2011
(Action of Dissatisfied Citizens)
KSČM
(Communist Party...
ANO 2011

64.2k fans

62k total engagement
TOP 09

84.9k fans

46.5k total engagement
Outline

The (hi)story of the
Opinion Leadership
concept

Research on the
Two-Step Flow of
Communication
theory

Are socia...
Conclusions
The most influential
information sources
Who / What / How influenced you during the
last elections?
winter semester 2013/2014

QUESTIONS & DISCUSSION
Opinion Leaders
The Two-Step Flow of Communication

JAKUB RŮŽIČKA

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

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

  1. 1. winter semester 2013/2014 OPINION LEADERS The Two-Step Flow of Communication JAKUB RŮŽIČKA jameslittlerose@gmail.com cz.linkedin.com/in/littlerose
  2. 2. Let me introduce myself
  3. 3. Jakub Růžička
  4. 4. Outline
  5. 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. 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. 7. The most influential information sources Who / What / How influenced you during the last elections?
  8. 8. Opinion leadership theory/concept communication studies media studies marketing sociology research question Who shapes our opinions? politology
  9. 9. The history of the concept 1930s
  10. 10. The history of the concept Magic Bullet Theory
  11. 11. The Two-Step Flow of Communication Paul Felix Lazarsfeld 3 Communication Actors
  12. 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. 13. Paul Felix Lazarsfeld‘s research proof of the importance of F2F communication
  14. 14. The most influential information sources Who / What / How influenced you during the last elections?
  15. 15. Follow-up research more sophisticated research methodology & tools referential groups tradition & family influences general vs. specialized influencers personality strength measurement collective opinions
  16. 16. Before we‘ll move on...
  17. 17. Social Media
  18. 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. 19. blog rss youtube vimeo foursquare facebook twitter linkedin google+ instagram pinterest flickr picassa reddit digg
  20. 20. Social media who is who? passive X active users
  21. 21. Tracking & impact
  22. 22. The ‘value‘ of a fan level of influence size of network
  23. 23. Virality
  24. 24. Pareto‘s principle
  25. 25. Pareto‘s Principle & The Long Tail Concept
  26. 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. 27. Research & data 2013 Parlimentary Elections in the Czech Republic
  28. 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. 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. 30. ANO 2011 64.2k fans 62k total engagement
  31. 31. TOP 09 84.9k fans 46.5k total engagement
  32. 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. 33. Conclusions
  34. 34. The most influential information sources Who / What / How influenced you during the last elections?
  35. 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
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