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Opinion leadership and social-media influencers
Mejzr, Vojtěch ; Vinopal, Jiří (advisor) ; Linek, Lukáš (referee)
(in English): The thesis dealt with the context of young people's electoral participation in the Czech Parliamentary elections in 2021 and the exposition to two social media influencers (SMI) who, before the elections, tried to mobilize young people to participate through their content on social media. It is precisely SMI, due to their specific position, who are often associated with the ability to function as opinion leaders on social media. Until recently, research on this effect has been examined mainly in relation to consumer behavior and marketing. However, newer studies show that the para-social relationships that young people manifest towards SMIs and the ability of social-media influencers to mediate information and reduce its complexity, can also play a role in political participation for young voters. Thus using cross-sectional analysis of primary data, the work empirically tests this influence for two selected SMIs in context of the 2021 elections - Jakub "Kovy" Kovář and Martin "Mikýř" Mikyska, and shows that in relation to voter turnout, engaging with their content had a significant effect on the group of followers who are closest to them. Furthermore, tthe influence was higher the less these followers were interested in politics and political content. The study thus offers empirical...
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Opinion Leadership in the Era of Social Media
Mejzr, Vojtěch ; Lupač, Petr (advisor) ; Vinopal, Jiří (referee)
Vojtěch Mejzr - Opinion leadership in the era of social media Abstract (in English): The concepts of opinion leadership and personal influence in relation to media emerged around 1950s, in the era of mass media. Opinion leaders became a cornerstone for a magnitude of consequent studies, either as mediators of media influence, but also as providers of personal influence, able to incidentally affect the opinions or acting of the people around them. The traditional medial system upon which are the classic theories based, however, has undergone significant changes - changes, which blur the lines between its primary distinctions. The emergence of "new" media is connected to processes of convergence, affecting the media technologies, the content, the relationship between the media and time, space and individual experiences of everyday life, but most importantly, the relationship between the content producers and the audiences, which are no longer just consumers. Diffusion of the internet and furthermore the user-oriented Web 2.0 grants the users abilities to use the social media in order to participate in the selection, production, but also distribution and gatekeeping of content - functions that have been previously distinctively held by the producers and the media industry. In this study, I use theoretical...
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