The Multistep Flow of Communication: Opinion Leadership and Strength of Personality

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F49777513%3A23330%2F17%3A43931855" target="_blank" >RIV/49777513:23330/17:43931855 - isvavai.cz</a>
Result on the web
<a href="http://dx.doi.org/10.1002/9781118783764.wbieme0057" target="_blank" >http://dx.doi.org/10.1002/9781118783764.wbieme0057</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.1002/9781118783764.wbieme0057" target="_blank" >10.1002/9781118783764.wbieme0057</a>

Result language
angličtina
Original language name
The Multistep Flow of Communication: Opinion Leadership and Strength of Personality
Original language description
The idea of measuring Opinion Leadership and the ‘two-step flow of communication hypothesis’were invented by Paul Lazarsfeld in the ‘ErieCounty Study’ in 1940 and published in The People’s Choice. Opinion followers, ‘diffusion of ideas’ and ’local and cosmopolitan influentials’were then studied in by E. Katz, P. Lazarsfeld, H. Menzel, J. Coleman and R. K. Merton. In the 1980s Elisabeth Noelle-Neumann developed the PS-Scale (Personality Strength Scale) for the continuous measurement of Opinion Leadership. All these ‘building blocks’ formed the development of the Multistep Flow of Communication.
Czech name
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Czech description
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Project
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Continuities
I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Publication year
2017
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Book/collection name
International Encyclopedia of Media Effects, 4 Volume Set. Vol. 4, Patrick Rössler (Editor-in-Chief)
ISBN
978-1-118-78376-4
Number of pages of the result
9
Pages from-to
1-9
Number of pages of the book
2336
Publisher name
Wiley-Blackwell
Place of publication
New Jersey, United States
UT code for WoS chapter
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