Noelle-Neumann(1974), Communication scholar in Germ- any, presented this theory which is one of the powerful effects theories about mass communication effect
Mass media spread certain contents to people and are powerful to make them dominant publicopinion
She analyzed the meaning of publicopinion and character of individuals in society.
Period [A] (~4/29) : Before the report of ‘PD수
opinion leader(Eisenstein 1994)
- Charismatic celebrities or politicians who influences people highly with little social contact.
Virtual opinion leaders in SNS
-Elite tweeters with many followers
-Use social network services for political participation
The Two Step Flow Theory
Opinion leaders “selectively” collect info
=> They tweet => The public picks up
these info and tak
opinion leader)
다른 사람들의 태도나 행동을 의도한 방향으로 비공식적으로 이끌어 가는 능력을 가진 사람.
사회적 지위가 높고 전문 지식에 근거.
대외적인 커뮤니케이션 빈도가 높은 편.
매스미디어와 관련이 깊음.
등록금 문제
등록금 천 만원 시대.
대통령까지 나설 정도로 사회적으로
publicopinion formation)이라는 마케팅믹스변수들을 추가하여 이를 적극적으로 사용하고 있는데 이를 메가마케팅(MegaMarketing)이라고 한다. 이하에서는 마케팅믹스의 요소로 일반적으로 받아들여지는 4P's 중 가장 중요하다고 생각되는 촉진 부분에 대해 설명하고자 한다.
I. 마케팅 믹스에서 촉진활동이 가
Confucianism doesn’t depend on power, but on public sentiment and reformation of the public through virtue. This is called ‘ruling through virtue’ or could be interpreted as the idea of democracy. So, virtue mattered in reformation and legislation was a method of realizing the basis of ethics. To encourage communication between the ruler and the ruled, the number of consultants of the emper