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National Repository of Grey Literature 2 records found  Search took 0.00 seconds. 
The two-step flow of communication in the senate election in Prague in 2012 - Case study
 Olejárová, Adéla ; Říchová, Blanka (advisor) ; Váňa, Tomáš (referee)
The purpose of this bachelor thesis is to describe and examine the validity of the two-step flow of communication; discovered by Paul Felix Lazarsfeld and his team whilst working on an election study: The People's Choice in 1944, USA. The strength of this theory is examined in relation with the case of the campaign for Senate election in the Czech Republic in 2012. The view on the two-step flow of communication is changing with the correlation of the development of the general media influence. Besides the two-step flow of communication other communication theories related to this one are described. Afterwards two campaigns of the political parties are analysed - Civil Democratic Party and TOP 09. The focus is on the candidates, the main message of the campaign and especially the forms of the campaigns which were prevailing. As my research has shown, the predominant form of the campaign was a contact campaign which does not confirm the presence of the two-step flow of communication because there is a direct contact with people which is the most important factor for the candidates.
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The infuence of opinion leaders on crystallizing of attitudes in small group
 Pospíšilová, Petra ; Buchtík, Martin (advisor) ; Kučera, Miloslav (referee)
Bachelor thesis "The infuence of opinion leaders on crystallizing of attitudes in small group" deals with the subject of opinion leadership and its role in shaping the opinion of an individual in a group. The author of the study analyses whether aspects of opinion leadership, discussed in the theoretical part, could be found in two chosen groups, and if so, how these groups differ from each other. Two mixed design research methods are used, specifically methods of informants and self-identification S-GOLS (Generalized Opinion Leadership Scale) method. Opinion leaders were in the quantitative part of the research identified and the area of their influence was specified. In the qualitative part of the research were then made in- depth interviews with such influential people. That leads to description of common characteristics of these opinion leaders, determine their inclusion in existing typologies and pointed variances between them. The differences between the data obtained by using both quantitative methods were analysed and their strengths and weaknesses were reflected. The study is based on findings of classical authors in the area of opinion leadership on which the research hypotheses have been also established.
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