Opinion Leadership| Mediatized Opinion Leaders: New Patterns of Opinion Leadership in New Media Environments?

IF 1.9 3区文学 Q2 COMMUNICATION

International Journal of Communication Pub Date : 2015-03-30 DOI:10.5167/UZH-114938

Mike S. Schäfer, Monika Taddicken

引用次数: 46

Abstract

The study analyzes which forms opinion leadership takes in contemporary media environments where communication channels have increased and started to permeate interpersonal interaction. Some scholars assume that opinion leadership becomes more important under these conditions, as more media are available to enact it, and that more orientation is needed. Others argue that opinion leadership loses its importance as online media target audiences directly without interaction from opinion leaders. This study demonstrates that opinion leadership still exists in contemporary media environments. Using a cluster analysis of German online survey data, three clusters were identified that resemble communicative roles from earlier studies: Opinion Leaders, Followers, and Inactives. An additional fourth cluster, Mediatized Opinion Leaders, was also found. Individuals in this cluster exhibit the strongest and most diverse use of media and communication channels both for informing themselves and for communicating with followers.

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意见领导|媒介化意见领袖:新媒体环境下意见领导的新模式?

本研究分析了在传播渠道增加并开始渗透到人际交往中的当代媒体环境中，意见领导采取了何种形式。一些学者认为，在这种情况下，舆论领导变得更加重要，因为有更多的媒体可以实施舆论领导，需要更多的导向。另一些人则认为，在没有意见领袖的互动下，网络媒体直接针对受众，因此意见领导失去了重要性。本研究表明，意见领导在当代媒体环境中仍然存在。通过对德国在线调查数据的聚类分析，我们确定了三个类似于早期研究中的交际角色的聚类:意见领袖、追随者和不活跃者。另外还发现了第四组，即调解意见领袖。这一群体中的个人在告知自己信息和与追随者交流方面表现出最强大和最多样化的媒体和沟通渠道的使用。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

International Journal of Communication COMMUNICATION-

CiteScore

2.70

自引率

0.00%

发文量

期刊介绍： The International Journal of Communication is an online, multi-media, academic journal that adheres to the highest standards of peer review and engages established and emerging scholars from anywhere in the world. The International Journal of Communication is an interdisciplinary journal that, while centered in communication, is open and welcoming to contributions from the many disciplines and approaches that meet at the crossroads that is communication study. We are interested in scholarship that crosses disciplinary lines and speaks to readers from a range of theoretical and methodological perspectives. In other words, the International Journal of Communication will be a forum for scholars when they address the wider audiences of our many sub-fields and specialties, rather than the location for the narrower conversations more appropriately conducted within more specialized journals. USC Annenberg Press USC Annenberg Press is committed to excellence in communication scholarship, journalism, media research, and application. To advance this goal, we edit and publish prominent scholarly publications that are both innovative and influential, and that chart new courses in their respective fields of study. Annenberg Press is among the first to deliver journal content online free of charge, and devoted to the wide dissemination of its content. Annenberg Press continues to offer scholars and readers a forum that meets the highest standards of peer review and engages established and emerging scholars from anywhere in the world.