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Meinungsbildung in der Mediengesellschaft
Massenmediale und interpersonale Kommunikation
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Author(s):
Cornelia Eisenstein
Publication date
(Print):
1994
Publisher:
VS Verlag für Sozialwissenschaften
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A Test of the Two-Step Flow in Diffusion of a New Product
Johan Arndt
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In der deutschen Übersetzung heißt es: Dies deutet daraufhin, daß Ideen oft von Rundfunk und Presse zu den Meinungsführern hin und erst von diesen zu den weniger aktiven Teilen der Bevölkerung fließen
(1948)
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Rolle und Funktionen der virtuellen opinion-leader
(1990)
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Book Chapter
Publication date (Print):
1994
Pages
: 47-95
DOI:
10.1007/978-3-322-92469-8_3
SO-VID:
3bf28885-c7a9-47bb-b55f-f71c1259e38b
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Book chapters
pp. 13
Einleitung
pp. 19
Relevanz der Massenkommunikation
pp. 47
Massenmediale und interpersonale Kommunikation
pp. 96
Diffusion
pp. 129
Modifikation des “Two-Step Flow”
pp. 153
Multi-Step Flow of Communication
pp. 176
Meinungsführerschaft in Marketing und Werbung
pp. 193
Methode
pp. 213
Methodisches Design der Studie
pp. 222
Ergebnisse der Untersuchung
pp. 285
Retrospektive und Ausblick
pp. 290
Literatur
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