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Meinungsfuhrer Und Der Flow of Communication
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ISBN10: 3848732297
ISBN13: 9783848732296
Publisher: Nomos Verlagsgesellschaft
Published: Mar 22 2017
Pages: 180
Weight: 1.28
Language: German
ISBN13: 9783848732296
Publisher: Nomos Verlagsgesellschaft
Published: Mar 22 2017
Pages: 180
Weight: 1.28
Language: German
Was sind Meinungsfuhrer? Wie uben sie ihren Einfluss aus? Mit welchen Konsequenzen fur die Meinungsbildung? Was unterscheidet uns personlich bekannte Meinungsfuhrer von Online-Opinion-Leadern? Seit der Entdeckung in den 1940er-Jahren ist das Konzept von Meinungsfuhrerschaft und des Flow of Communication Gegenstand sozialwissenschaftlicher Forschung. Der Band gibt aus kommunikationswissenschaftlicher Perspektive einen verstandlichen Uberblick uber zentrale Prozesse und Phanomene von Meinungsfuhrern und Meinungsfuhrerschaft. Neben theoretischen Grundlagen und methodischen Zugangen werden die empirischen Befunde der Meinungsfuhrerforschung zusammengefasst - von den Pionierstudien bis hin zur aktuellen Diskussion von Meinungsfuhrern in Online und Social Media. Das Buch eignet sich als Lehrbuch fur Studierende, als Nachschlagewerk zu zentralen Studien und Befunden sowie als Startpunkt von Forschungen zu dem heute wieder hochaktuellen Phanomen der Meinungsfuhrerschaft in medienvermittelten und direkten sozialen Interaktionen.
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