. . . . . . . . . . . . . . . . . . . . . . . . "473319"^^ . . . . "Opinion leadership"@en . . . "16638"^^ . "Opinion leadership is leadership by an active media user who interprets the meaning of media messages or content for lower-end media users. Typically opinion leaders are held in high esteem by those who accept their opinions. Opinion leadership comes from the theory of two-step flow of communication propounded by Paul Lazarsfeld and Elihu Katz. Significant developers of the opinion leader concept have been Robert K. Merton, C. Wright Mills and Bernard Berelson. This theory is one of several models that try to explain the diffusion of innovations, ideas, or commercial products."@en . . "Meinungsf\u00FChrerschaft"@de . . . . . . . . "\u0642\u064A\u0627\u062F\u0629 \u0627\u0644\u0631\u0623\u064A"@ar . . "\u0642\u064A\u0627\u062F\u0629 \u0627\u0644\u0631\u0623\u064A \u0647\u064A \u0627\u0644\u0642\u064A\u0627\u062F\u0629 \u0645\u0646 \u0642\u0650\u0628\u0644 \u0645\u0633\u062A\u062E\u062F\u0645 \u0646\u0634\u0637 \u0644\u0644\u0648\u0633\u0627\u0626\u0637 \u064A\u0641\u0633\u0631 \u0645\u0639\u0646\u0649 \u0631\u0633\u0627\u0626\u0644 \u0627\u0644\u0648\u0633\u0627\u0626\u0637 \u0623\u0648 \u0627\u0644\u0645\u062D\u062A\u0648\u0649 \u0644\u0645\u0633\u062A\u062E\u062F\u0645\u064A \u0627\u0644\u0648\u0633\u0627\u0626\u0637 \u0627\u0644\u0645\u0646\u062E\u0641\u0636\u0629. \u0639\u0627\u062F\u0629 \u0645\u0627 \u064A\u062D\u0638\u064A \u0642\u0627\u062F\u0629 \u0627\u0644\u0631\u0623\u064A \u0628\u062A\u0642\u062F\u064A\u0631 \u0643\u0628\u064A\u0631 \u0645\u0646 \u0642\u0628\u0644 \u0623\u0648\u0644\u0626\u0643 \u0627\u0644\u0630\u064A\u0646 \u064A\u0642\u0628\u0644\u0648\u0646 \u0622\u0631\u0627\u0626\u0647\u0645. \u062A\u0623\u062A\u064A \u0642\u064A\u0627\u062F\u0629 \u0627\u0644\u0631\u0623\u064A \u0645\u0646 \u0646\u0638\u0631\u064A\u0629 \u062A\u062F\u0641\u0642 \u0645\u0646 \u062E\u0637\u0648\u062A\u064A\u0646 \u0644\u0644\u062A\u0648\u0627\u0635\u0644 \u0648\u0627\u0644\u062A\u064A \u0631\u0648\u062C \u0644\u0647\u0627 \u0628\u0648\u0644 \u0644\u0627\u0632\u0627\u0631\u0633\u0641\u064A\u0644\u062F . \u0643\u0627\u0646 \u0627\u0644\u0645\u0637\u0648\u0631\u0648\u0646 \u0627\u0644\u0643\u0628\u0627\u0631 \u0644\u0644\u0646\u0638\u0631\u064A\u0629 \u0647\u0645 \u0631\u0648\u0628\u0631\u062A \u0643. \u0645\u064A\u0631\u062A\u0648\u0646\u060C \u0633\u064A \u0631\u0627\u064A\u062A \u0645\u064A\u0644\u0632 \u0648\u0628\u0631\u0646\u0627\u0631\u062F \u0628\u064A\u0631\u0644\u0633\u0648\u0646. \u0647\u0630\u0647 \u0627\u0644\u0646\u0638\u0631\u064A\u0629 \u0647\u064A \u0648\u0627\u062D\u062F\u0629 \u0645\u0646 \u0639\u062F\u0629 \u0646\u0645\u0627\u0630\u062C \u062A\u062D\u0627\u0648\u0644 \u062A\u0641\u0633\u064A\u0631 \u0646\u0634\u0631 \u0627\u0644\u0627\u0628\u062A\u0643\u0627\u0631\u0627\u062A \u0623\u0648 \u0627\u0644\u0623\u0641\u0643\u0627\u0631 \u0623\u0648 \u0627\u0644\u0645\u0646\u062A\u062C\u0627\u062A \u0627\u0644\u062A\u062C\u0627\u0631\u064A\u0629."@ar . . . . . . . . . . . . . . . . . . . . . "Opinion leadership is leadership by an active media user who interprets the meaning of media messages or content for lower-end media users. Typically opinion leaders are held in high esteem by those who accept their opinions. Opinion leadership comes from the theory of two-step flow of communication propounded by Paul Lazarsfeld and Elihu Katz. Significant developers of the opinion leader concept have been Robert K. Merton, C. Wright Mills and Bernard Berelson. This theory is one of several models that try to explain the diffusion of innovations, ideas, or commercial products. Opinion leaders play an important role in information flow, because we tend to seek advice from others in the social environment. Information from the mass media does not directly flow to the target audiences, but through a mediation process, in which influential people digest the information and spread it to the public. Opinion leaders have certain characteristics that make them influential in the decision-making process and the behavior of the public. Through knowledge sharing, opinion leaders may help others do jobs better, facilitate personal development and improve personal recognition. According to Yufu Kuwashima, an opinion leader\u2019s power and influence come from the network their followers create. Dedicated supporters reinforce the leader\u2019s messaging to other media consumers, strengthening their influence. If one were to remove the opinion leader there would still be a network of connected users that could share ideas with one another. An opinion leader has constructed this network, but the ability to influence others lies in the network itself. In order to effectively influence the opinion of followers, they must find the leader to be above them."@en . . . . . "1120900758"^^ . . . . . . "N\u00E1zorov\u00E9 v\u016Fdcovstv\u00ED"@cs . . . "N\u00E1zorov\u00E9 v\u016Fdcovstv\u00ED je sociologick\u00FD koncept, podle n\u011Bho\u017E existuje ve spole\u010Dnosti \u010D\u00E1st aktivn\u00EDch a informovan\u00FDch jedinc\u016F, kte\u0159\u00ED ovliv\u0148uj\u00ED n\u00E1zory ostatn\u00EDch (ve\u0159ejn\u00E9 m\u00EDn\u011Bn\u00ED). Tyto jedince naz\u00FDv\u00E1me n\u00E1zorov\u00FDmi v\u016Fdci (anglicky opinion leaders nebo opinion makers). Nalezneme je nap\u0159\u00ED\u010D soci\u00E1ln\u00EDmi vrstvami ve v\u0161ech skupin\u00E1ch nehled\u011B na spole\u010Densk\u00FD status, vzd\u011Blan\u00ED a majetek. Oproti ostatn\u00EDm \u010Dlen\u016Fm skupiny jsou vn\u00EDmav\u011Bj\u0161\u00ED v\u016F\u010Di jej\u00EDm z\u00E1jm\u016Fm, informovan\u011Bj\u0161\u00ED co se t\u00FDk\u00E1 t\u00E9mat, kter\u00E1 se skupiny dot\u00FDkaj\u00ED, a tak\u00E9 se k jej\u00EDm probl\u00E9m\u016Fm nej\u010Dast\u011Bji vyjad\u0159uj\u00ED. D\u016Fle\u017Eit\u00FDm aspektem n\u00E1zorov\u00E9ho v\u016Fdcovstv\u00ED je tzv. , kdy v\u016Fdci zprost\u0159edkov\u00E1vaj\u00ED skupin\u011B informace z masov\u00FDch m\u00E9dii. Teorii n\u00E1zorov\u00FDch v\u016Fdc\u016F d\u00E1le rozv\u00EDj\u00ED R. K. Merton. Rozli\u0161uje v\u016Fdce lok\u00E1ln\u00EDho, kter\u00FD se specializuje na m\u00EDstn\u00ED z\u00E1le\u017Eitosti, a v\u016Fdce kosmopolitn\u00EDho, zaj\u00EDmaj\u00EDc\u00EDho se o probl\u00E9my \u0161ir\u0161\u00EDho sv\u011Bta."@cs . "N\u00E1zorov\u00E9 v\u016Fdcovstv\u00ED je sociologick\u00FD koncept, podle n\u011Bho\u017E existuje ve spole\u010Dnosti \u010D\u00E1st aktivn\u00EDch a informovan\u00FDch jedinc\u016F, kte\u0159\u00ED ovliv\u0148uj\u00ED n\u00E1zory ostatn\u00EDch (ve\u0159ejn\u00E9 m\u00EDn\u011Bn\u00ED). Tyto jedince naz\u00FDv\u00E1me n\u00E1zorov\u00FDmi v\u016Fdci (anglicky opinion leaders nebo opinion makers). Nalezneme je nap\u0159\u00ED\u010D soci\u00E1ln\u00EDmi vrstvami ve v\u0161ech skupin\u00E1ch nehled\u011B na spole\u010Densk\u00FD status, vzd\u011Blan\u00ED a majetek. Oproti ostatn\u00EDm \u010Dlen\u016Fm skupiny jsou vn\u00EDmav\u011Bj\u0161\u00ED v\u016F\u010Di jej\u00EDm z\u00E1jm\u016Fm, informovan\u011Bj\u0161\u00ED co se t\u00FDk\u00E1 t\u00E9mat, kter\u00E1 se skupiny dot\u00FDkaj\u00ED, a tak\u00E9 se k jej\u00EDm probl\u00E9m\u016Fm nej\u010Dast\u011Bji vyjad\u0159uj\u00ED. D\u016Fle\u017Eit\u00FDm aspektem n\u00E1zorov\u00E9ho v\u016Fdcovstv\u00ED je tzv. , kdy v\u016Fdci zprost\u0159edkov\u00E1vaj\u00ED skupin\u011B informace z masov\u00FDch m\u00E9dii. Teorii n\u00E1zorov\u00FDch v\u016Fdc\u016F d\u00E1le rozv\u00EDj\u00ED R. K. Merton. Rozli\u0161uje v\u016Fdce lok\u00E1ln\u00EDho, kter\u00FD se specializuje na m\u00EDstn\u00ED z\u00E1le\u017Eitosti, a v\u016Fdce kosmopoli"@cs . . . . "\u0642\u064A\u0627\u062F\u0629 \u0627\u0644\u0631\u0623\u064A \u0647\u064A \u0627\u0644\u0642\u064A\u0627\u062F\u0629 \u0645\u0646 \u0642\u0650\u0628\u0644 \u0645\u0633\u062A\u062E\u062F\u0645 \u0646\u0634\u0637 \u0644\u0644\u0648\u0633\u0627\u0626\u0637 \u064A\u0641\u0633\u0631 \u0645\u0639\u0646\u0649 \u0631\u0633\u0627\u0626\u0644 \u0627\u0644\u0648\u0633\u0627\u0626\u0637 \u0623\u0648 \u0627\u0644\u0645\u062D\u062A\u0648\u0649 \u0644\u0645\u0633\u062A\u062E\u062F\u0645\u064A \u0627\u0644\u0648\u0633\u0627\u0626\u0637 \u0627\u0644\u0645\u0646\u062E\u0641\u0636\u0629. \u0639\u0627\u062F\u0629 \u0645\u0627 \u064A\u062D\u0638\u064A \u0642\u0627\u062F\u0629 \u0627\u0644\u0631\u0623\u064A \u0628\u062A\u0642\u062F\u064A\u0631 \u0643\u0628\u064A\u0631 \u0645\u0646 \u0642\u0628\u0644 \u0623\u0648\u0644\u0626\u0643 \u0627\u0644\u0630\u064A\u0646 \u064A\u0642\u0628\u0644\u0648\u0646 \u0622\u0631\u0627\u0626\u0647\u0645. \u062A\u0623\u062A\u064A \u0642\u064A\u0627\u062F\u0629 \u0627\u0644\u0631\u0623\u064A \u0645\u0646 \u0646\u0638\u0631\u064A\u0629 \u062A\u062F\u0641\u0642 \u0645\u0646 \u062E\u0637\u0648\u062A\u064A\u0646 \u0644\u0644\u062A\u0648\u0627\u0635\u0644 \u0648\u0627\u0644\u062A\u064A \u0631\u0648\u062C \u0644\u0647\u0627 \u0628\u0648\u0644 \u0644\u0627\u0632\u0627\u0631\u0633\u0641\u064A\u0644\u062F . \u0643\u0627\u0646 \u0627\u0644\u0645\u0637\u0648\u0631\u0648\u0646 \u0627\u0644\u0643\u0628\u0627\u0631 \u0644\u0644\u0646\u0638\u0631\u064A\u0629 \u0647\u0645 \u0631\u0648\u0628\u0631\u062A \u0643. \u0645\u064A\u0631\u062A\u0648\u0646\u060C \u0633\u064A \u0631\u0627\u064A\u062A \u0645\u064A\u0644\u0632 \u0648\u0628\u0631\u0646\u0627\u0631\u062F \u0628\u064A\u0631\u0644\u0633\u0648\u0646. \u0647\u0630\u0647 \u0627\u0644\u0646\u0638\u0631\u064A\u0629 \u0647\u064A \u0648\u0627\u062D\u062F\u0629 \u0645\u0646 \u0639\u062F\u0629 \u0646\u0645\u0627\u0630\u062C \u062A\u062D\u0627\u0648\u0644 \u062A\u0641\u0633\u064A\u0631 \u0646\u0634\u0631 \u0627\u0644\u0627\u0628\u062A\u0643\u0627\u0631\u0627\u062A \u0623\u0648 \u0627\u0644\u0623\u0641\u0643\u0627\u0631 \u0623\u0648 \u0627\u0644\u0645\u0646\u062A\u062C\u0627\u062A \u0627\u0644\u062A\u062C\u0627\u0631\u064A\u0629. \u0642\u0627\u062F\u0629 \u0627\u0644\u0631\u0623\u064A \u0647\u0645 \u0645\u062C\u0645\u0648\u0639\u0629 \u0645\u0646 \u0627\u0644\u0627\u0641\u0631\u0627\u062F \u0627\u0644\u0630\u064A\u0646 \u0644\u0647\u0645 \u062A\u0623\u062B\u064A\u0631 \u0639\u0644\u0649 \u0633\u0644\u0648\u0643 \u0627\u0644\u0627\u062E\u0631\u064A\u0646 \u0646\u062A\u064A\u062C\u0629\u064B \u0644\u062A\u0645\u064A\u0632\u0647\u0645 \u0645\u0646 \u0646\u0648\u0627\u062D \u0645\u062E\u062A\u0644\u0641\u0629 \u0645\u062B\u0644: \u0634\u062E\u0635\u064A\u062A\u0647\u0645\u060C \u0645\u0627\u0631\u0627\u062A\u0647\u0645\u060C \u0623\u0648\u0627\u0637\u0644\u0627\u0639\u0647\u0645 \u0639\u0644\u0649 \u0627\u0644\u0634\u0623\u0646 \u0627\u0644\u0639\u0627\u0645. \u0648\u063A\u0627\u0644\u0628\u0627\u064B \u0645\u0627 \u064A\u0643\u0648\u0646\u0648\u0646 \u0623\u0643\u062B\u0631 \u0627\u0633\u062A\u062E\u062F\u0627\u0645\u0627\u064B \u0644\u0648\u0633\u0627\u0626\u0644 \u0627\u0644\u0627\u062A\u0635\u0627\u0644 \u0645\u0646 \u063A\u064A\u0631\u0647\u0645.\u0646\u0634\u0623 \u0647\u0630\u0627 \u0627\u0644\u0645\u0641\u0647\u0648\u0645 \u0639\u0646 \u0646\u0638\u0631\u064A\u0629 \u062A\u062F\u0641\u0642 \u0627\u0644\u0627\u062A\u0635\u0627\u0644 \u0630\u0648 \u0627\u0644\u062E\u0637\u0648\u062A\u064A\u0646 (Two Step Flow Theory) \u0627\u0644\u062A\u064A \u0627\u0642\u062A\u0631\u062D\u0647\u0627 \u0628\u0648\u0644 \u0644\u0627\u0632\u0627\u0631\u0633\u0641\u064A\u0644\u062F \u0625\u0644\u064A\u0647\u0648 \u0643\u0627\u062A\u0632."@ar . . . . . "Als Meinungsf\u00FChrer (englisch opinion leaders) bezeichnet man Menschen, die in Bezug auf eine bestimmte Angelegenheit von \u00F6ffentlichem Interesse (englisch issue) den h\u00F6chsten Grad an Interessiertheit zeigen sowie sich am h\u00E4ufigsten hierzu \u00E4u\u00DFern. Darauf weisen Gemeindestudien hin sowie die Alltagserfahrung."@de . . "Als Meinungsf\u00FChrer (englisch opinion leaders) bezeichnet man Menschen, die in Bezug auf eine bestimmte Angelegenheit von \u00F6ffentlichem Interesse (englisch issue) den h\u00F6chsten Grad an Interessiertheit zeigen sowie sich am h\u00E4ufigsten hierzu \u00E4u\u00DFern. Darauf weisen Gemeindestudien hin sowie die Alltagserfahrung."@de .