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Aplikacija teorije mnenjskih voditeljev na prakse spletnega komuniciranja
Sandić, Sanja (Author), Jančič, Zlatko (Mentor) More about this mentor... This link opens in a new window

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Abstract
Mnenjsko voditeljstvo jo koncept, ki je postal predmet številnih raziskav v drugi polovici dvajsetega stoletja. Katz in Lazarsfeld sva s svojim delom o osebnem vplivu razblinila idejo o moči množičnih medijev. Pokazala sta namreč, da informacije do širšega občinstva pridejo s posredovanjem mnenjskih voditeljev. V diplomski nalogi smo aplicirali teorijo o mnenjskem voditeljstvu, ki je veljala za bolj tradicionalne trge, na prakse spletnega komuniciranja Pri tem smo želeli ugotoviti, katere so podobnosti in razlike pri atributih verodostojnih 'starih' in spletnih mnenjskih voditeljev in kakšne razlike so spletni mnenjski voditelji vzpostavili v komunikaciji s potrošniki. Ker je proces mnenjskega voditeljstva v klasičnih teorijah predstavljen z modelom dvostopenjskega toka komunikacij, smo vključili podrobno obravnavo tega modela in ga prilagodili za spletno okolje, v katerem komunikacija ni več linearna in dvostopenjska, ampak je večdimenzionalna in večstopenjska. Značilnosti verodostojnih mnenjskih voditeljev, ki ostajajo nespremenjene, so znanje, dobre komunikacijske sposobnosti, integriteta in značaj, samozavest, osebnostna moč in inovativnost. Specifične lastnosti, ki veljajo za spletne mnenjske voditelje, pa so dobra računalniška pismenost ter odlično poznavanje interneta in pogosta uporaba istega, nagnjenost k tveganju, podjetniška naravnanost, obsesija z ustvarjanjem novega bogastva, manjša konservativnost, večja strast in domišljija, ekshibicionizem in težnja po pozitivni samopredstavitvi ter ekstravertiranost. Slednja lastnost še ni popolnoma razjasnjena in je v tem diplomskem delu predložena za nadaljnjo raziskavo.

Language:Slovenian
Keywords:mnenjsko voditeljstvo, osebni vpliv, tok komunikacij, spletna komunikacija
Work type:Bachelor thesis/paper (mb11)
Organization:FDV - Faculty of Social Sciences
Year:2018
COBISS.SI-ID:35689565 Link is opened in a new window
Views:489
Downloads:440
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Secondary language

Language:English
Title:Application of opinion leadership theory to the use of online communication
Abstract:
Opinion leadership is a concept that became a subject of several research studies in the second half of the twentieth century. With their work on personal influence, Katz and Lazarsfeld have shred the idea of the power of mass media. They showed, that information reaches the broader audience with the intervention of opinion leaders. In this dissertation we have applied the theory of opinion leadership, which was valid for traditional markets, to the use of online communication. Our aim was to find out, which are the similarities and differences in the attributes of trustworthy 'old' and online opinion leaders and what differences have online opinion leaders established when communicating with consumers. Since the opinion leadership process is presented with the model of two-step flow of communication in the classic studies, we included a detailed discussion of this model and adjusted it to the online environment, in which communication is no longer linear and two-step, but multidimensional and multistep. Knowledge, good communication skills, integrity and character, self-confidence, personal strength and innovativeness are the unchanged characteristics of trustworthy opinion leaders. Good knowing and common use of computer and internet, proneness to risk-taking, entrepreneurial orientation, obsession with creating new wealth, lower levels of conservatism, great passion, imagination and extraversion are the specific characteristics of online opinion leaders. The last characteristic has not been fully explained and is in this dissertation suggested for further research.

Keywords:opinion leadership, personal influence, communication flow, online communication

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