Análisis de los primeros estudios sobre el liderazgo personal y la difusión de tendencias de moda (1950-2000)

  1. Patriciaa
  2. Teresa Sábada
Revista:
Revista internacional de Historia de la Comunicación

ISSN: 2255-5129

Año de publicación: 2018

Número: 10

Páginas: 99-121

Tipo: Artículo

DOI: 10.12795/RIHC.2018.I10.06 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

Otras publicaciones en: Revista internacional de Historia de la Comunicación

Resumen

Los estudios sobre el liderazgo de opinión comenzaron con las aportaciones de Paul Lazarsfeld y sus compañeros de la Escuela de Columbia (Katz & Lazarsfeld, 1955), cuando Lazarsfeld desarrolló su teoría de “the-two-step-flow of communication” que incidía en los efectos limitados de los medios. Además, Lazarsfeld indicó que la moda, por su dinamismo, era un campo propicio para el análisis del papel de la comunicación personal y del liderazgo de opinión. El presente artículo analiza los estudios en este campo entre los años 1950 y 2000; una evolución en la que se establecen las bases sobre las características de los líderes de opinión en moda como medidores de la cultura y valores sociales, fuentes de información, fuentes de consejo, modelos de comportamiento en moda, fuentes de seguridad para la aceptación social. La revisión cronológica de los estudios permite un análisis en profundidad en el que aparecen las claves sobre el papel de la comunicación personal, cuestión relevante en la difusión de las tendencias de moda.

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Fuente de los datos: Dialnet