Opinion Leaders / Social Media / 2013 Parliamentary Elections in the Czech Republic
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JAKUB RŮŽIČKA [email protected] cz.linkedin.com/in/littlerose
winter semester 2013/2014
OPINION LEADERS
The Two-Step Flow of Communication
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Let me introduce myself
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Jakub Růžička
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Outline
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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
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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
![Page 7: Opinion Leaders / Social Media / 2013 Parliamentary Elections in the Czech Republic](https://reader034.fdocuments.net/reader034/viewer/2022051514/54b9a7154a7959497a8b4635/html5/thumbnails/7.jpg)
The most influential information sources
Who / What / How influenced you during the
last elections?
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Opinion leadership theory/concept
communication studies
media studies
marketing sociology
politology
research question
Who shapes our opinions?
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The history of the concept
1930s
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The history of the concept
Magic Bullet Theory
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The Two-Step Flow of Communication
Paul Felix Lazarsfeld
3 Communication Actors
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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
![Page 13: Opinion Leaders / Social Media / 2013 Parliamentary Elections in the Czech Republic](https://reader034.fdocuments.net/reader034/viewer/2022051514/54b9a7154a7959497a8b4635/html5/thumbnails/13.jpg)
Paul Felix Lazarsfeld‘s research
proof of the importance of
F2F communication
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The most influential information sources
Who / What / How influenced you during the
last elections?
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Follow-up research
more sophisticated research
methodology &tools
referential groups
tradition & family influences
general vs. specialized influencers
personality strength
measurementcollective opinions
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Before we‘ll move on...
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Social Media
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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
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blog rss youtube vimeo foursquare
facebook twitter linkedin google+ instagram
pinterest flickr picassa reddit digg
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Social media
who is who?
passive X active users
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Tracking & impact
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The ‘value‘ of a fan
level of influence
size of network
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Virality
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Pareto‘s principle
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Pareto‘s Principle & The Long Tail Concept
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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
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Research & data
2013 Parlimentary Elections
in the Czech Republic
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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)
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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)
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ANO 2011 64.2k fans 62k total engagement
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TOP 09 84.9k fans 46.5k total engagement
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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
![Page 33: Opinion Leaders / Social Media / 2013 Parliamentary Elections in the Czech Republic](https://reader034.fdocuments.net/reader034/viewer/2022051514/54b9a7154a7959497a8b4635/html5/thumbnails/33.jpg)
Conclusions
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The most influential information sources
Who / What / How influenced you during the
last elections?
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JAKUB RŮŽIČKA [email protected] cz.linkedin.com/in/littlerose
winter semester 2013/2014
QUESTIONS & DISCUSSION
Opinion Leaders
The Two-Step Flow of Communication