The Influentials: People Who Influence People by Gabriel Weimann | 9780791421413 | Hardcover | Barnes & Noble
The Influentials: People Who Influence People

The Influentials: People Who Influence People

by Gabriel Weimann
     
 

ISBN-10: 0791421414

ISBN-13: 9780791421413

Pub. Date: 10/01/1994

Publisher: State University of New York Press

Although opinion leadership has been the subject of numerous studies, in areas ranging from politics to fashion and in many societies and cultures, The Influentials represents the first systematic analysis of the concept. It offers a multidisciplinary presentation of the definitions, typologies, methods, and findings of opinion leadership, from its early

Overview

Although opinion leadership has been the subject of numerous studies, in areas ranging from politics to fashion and in many societies and cultures, The Influentials represents the first systematic analysis of the concept. It offers a multidisciplinary presentation of the definitions, typologies, methods, and findings of opinion leadership, from its early formulation, through the emergence of the first empirical evidence, to the most recent research.

Weimann examines opinion leadership and personal influence in a number of areas, including marketing, public opinion and elections, education, fashion, science, agriculture, and health care. He also examines the growing criticism of the model based on theoretical and empirical weaknesses of the original concept and evaluates for the first time modifications that have emerged, including a new measure (the PS Scale) and its testing and application. The final chapters for the first time link opinion leadership with the important theoretical and research tradition of agenda setting.

Product Details

ISBN-13:
9780791421413
Publisher:
State University of New York Press
Publication date:
10/01/1994
Series:
SUNY series, Human Communication Processes Series
Edition description:
New Edition
Pages:
370
Product dimensions:
6.30(w) x 9.45(h) x (d)

Table of Contents

Tables

Foreword by Elihu Katz

Preface

Part 1. The Birth of the Opinion Leadership Concept

1. Prologue: Opinion Leaders in the Wilderness
2. The Early Studies

Part 2. The Golden Age of Opinion Leaders: Methods, Typologies, and Characteristics

3. The Methods of Studying Opinion Leadership
4. Typologies of Opinion Leaders
5. The Characteristics of Opinion Leaders
6. Who Leads the Leaders?

Part 3. The Spheres of Opinion Leadership

7. Opinion Leaders in Marketing
8. Opinion Leaders in Fashion
9. Opinion Leaders in Politics
10. Opinion Leaders in Family Planning
11. Opinion Leaders in Science
12. Opinion Leaders in Agriculture
13. Opinion Leaders in Health Care

Part 4. The Fight for Survival

14. Criticism and Modifications
15. The Influentials: Reemergence of Opinion Leaders?
16. The Influentials as Leaders and Agenda-setters

Notes

Bibliography

Index

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