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

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

ISSN: 2255-5129

Year of publication: 2018

Issue: 10

Pages: 99-121

Type: Article

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

More publications in: Revista internacional de Historia de la Comunicación

Abstract

The studies about Opinion Leadership began with the contributions of Paul Lazarsfeld and his colleagues at the Columbia School (Katz & Lazarsfeld, 1955), when Lazarsfeld developed his theory “The-two-Step-Flow of Communication”, highlighting the limited effects of the media. Besides, Lazarsfeld showed that fashion was a favorable field for the analysis of the role of personal communication and opinion leadership. The present study analyzes the research in this field between the years 1950 and 2000; an evolution when the characteristics of fashion opinion leaders were settled. The chronological review of the studies provides an in-depth analysis in which the keys of the personal communication role in fashion innovations dissemination stand out.

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