Post on 17-Jan-2015
description
JAKUB RŮŽIČKA jameslittlerose@gmail.com cz.linkedin.com/in/littlerose
winter semester 2013/2014
OPINION LEADERS
The Two-Step Flow of Communication
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
politology
research question
Who shapes our opinions?
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
measurementcollective 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
Tohle těch 7% rozdílu ve Fans
ELECTION RESULTS % (# of people)
ČSSD
(Czech Social Democratic Party)25.45% (1,016,829)
ANO 2011
(Action of Dissatisfied Citizens)18.65% (927,240)
KSČM
(Communist Party of Bohemia and Moravia)14.91% (741,044)
TOP 09
(Tradition Responsibility Prosperity 09)11.99% (596,357)
ODS
(Civic Democratic Party)7.72% (384,174)
Úsvit přímé demokracie
(Dawn of Direct Democracy)6.88% (342,339)
KDU-ČSL (Christian and Democratic Union – Czechoslovak
People's Party)6.78% (336,970)
Strana Zelených
(Green Party)3.19% (159,025)
Česká pirátská strana
(Czech Pirate Party)2.66% (132,417)
Strana svobodných občanů
(Party of Free Citizens)2.46% (122,564)
SPOZ
(Party of Civic Rights – Zemanovci)1.51% (75 113)
... ...Hlavu vzhůru
(Cheer up - voting block)0.42% (21,241)
Tohle těch 7% rozdílu ve Fans
ELECTION RESULTS % (# of people)
ČSSD
(Czech Social Democratic Party)25.45% (1,016,829)
ANO 2011
(Action of Dissatisfied Citizens)18.65% (927,240)
KSČM
(Communist Party of Bohemia and Moravia)14.91% (741,044)
TOP 09
(Tradition Responsibility Prosperity 09)11.99% (596,357)
ODS
(Civic Democratic Party)7.72% (384,174)
Úsvit přímé demokracie
(Dawn of Direct Democracy)6.88% (342,339)
KDU-ČSL (Christian and Democratic Union – Czechoslovak
People's Party)6.78% (336,970)
Strana Zelených
(Green Party)3.19% (159,025)
Česká pirátská strana
(Czech Pirate Party)2.66% (132,417)
Strana svobodných občanů
(Party of Free Citizens)2.46% (122,564)
SPOZ
(Party of Civic Rights – Zemanovci)1.51% (75 113)
... ...Hlavu vzhůru
(Cheer up - voting block)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?
JAKUB RŮŽIČKA jameslittlerose@gmail.com cz.linkedin.com/in/littlerose
winter semester 2013/2014
QUESTIONS & DISCUSSION
Opinion Leaders
The Two-Step Flow of Communication