Interdisciplinary journal focusing primarily on sociological, political science and historical perspectives on the issue of long-term social processes and trends, modernization, globalization tendency and impacts.
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Published by Charles University in Prague, Karolinum Press, cooperated with Faculty of Humanities, Charles University in Prague.
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HISTORICKÁ SOCIOLOGIE, Vol 7 No 1 (2015), 47–73
Decatur: Výskum Paula F. Lazarsfelda a Elihu Katza o názorovom vodcovstve v oblastiach marketingu, módy, vecí verejných a návštevnosti kina
[Decatur: The Research of Paul F. Lazarsfeld and Elihu Katz on Opinion Leadership in Areas of Marketing, Fashion, Public Affairs and Movie Going]
Roman Kollár
DOI: https://doi.org/10.14712/23363525.2015.4
published online: 18. 06. 2016
abstract
The aim of this paper is to introduce one of the classical sociological research conducted by Paul F. Lazarsfeld and Elihu Katz in the city of Decatur (Illinois) in the Midwest of United States in 1955. The subject of the research was nonformal everyday interpersonal influence in areas of marketing, fashion, public affairs and movie going and the object was the population of women older 16 years (n = 718). By means of indicators of life cycle, social status and gregariousness the research report describes the profiles of opinion leaders in given areas and provides an answer to question if the two step flow of communication hypotheses is applicable in mentioned spheres of social life.
keywords: personal influence; opinion leadership; marketing; fashion; public affairs; movie going; two step flow of communication
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Decatur: Výskum Paula F. Lazarsfelda a Elihu Katza o názorovom vodcovstve v oblastiach marketingu, módy, vecí verejných a návštevnosti kina is licensed under a Creative Commons Attribution 4.0 International License.
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