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winter semester 2013/2014

OPINION LEADERS
The Two-Step Flow of Communication

JAKUB RŮŽIČKA

jameslittlerose@gmail.com

cz.linkedin.com/in/littlerose
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 social media
changing the
paradigm?

2013 Parlimentary
Elections in the
Czech Republic
Research

Conslusions &
Discussion
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
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 shapes our
opinions?

politology
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 social media
changing the
paradigm?

2013 Parlimentary
Elections in the
Czech Republic
Research

Conslusions &
Discussion
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

general vs.
specialized
influencers

personality
strength
measurement

collective opinions
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 social media
changing the
paradigm?

2013 Parlimentary
Elections in the
Czech Republic
Research

Conslusions &
Discussion
blog

rss

youtube

vimeo

foursquare

facebook

twitter

linkedin

google+

instagram

pinterest

flickr

picassa

reddit

digg
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 social media
changing the
paradigm?

2013 Parlimentary
Elections in the
Czech Republic
Research

Conslusions &
Discussion
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 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)
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)
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 social media
changing the
paradigm?

2013 Parlimentary
Elections in the
Czech Republic
Research

Conslusions &
Discussion
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

jameslittlerose@gmail.com

cz.linkedin.com/in/littlerose

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