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Opinion leaders - Do they know more than others about their area of interest?

机译：意见领袖-他们对自己感兴趣的领域了解得比其他人多吗？

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摘要

The knowledge of opinion leaders (in their area of interest) to a certain extent has always been taken for granted by communication scholars. This article investigates what opinion leaders really know. Two studies will be presented to answer the above question. Participants (N = 119) of the first study were assessed according to ratings on three scales of opinion leadership (Katz and Lazarsfeld, 1955; Troldahl and van Dam, 1965; Childers, 1986), personality strength (Noelle-Neumann, 1983) and political knowledge. In the second study, respondents (N = 727) were assessed according to ratings of opinion leadership (Childers, 1986) and political knowledge. In both studies, it was found that opinion leaders can be divided into 'informed opinion leaders', who know a lot in their area of interest, and 'uninformed opinion leaders', who are ill-informed about the field they claim as theirs. In both studies 'informed opinion leaders' read newspapers approximately one hour longer per week than 'uninformed opinion leaders'.
机译：在一定程度上，意见领袖的知识（在他们感兴趣的领域）一直被传播学者视为理所当然。本文调查了意见领袖真正了解的内容。将提出两项研究来回答上述问题。根据三种意见领导力等级（Katz和Lazarsfeld，1955年； Troldahl和van Dam，1965年； Childers，1986年），人格力量（Noelle-Neumann，1983年）和第一项研究的参与者（N = 119）进行评估。政治知识。在第二项研究中，根据意见领袖（Childers，1986年）和政治知识的等级对受访者（N = 727）进行了评估。在这两项研究中，都发现意见领袖可以分为对自己感兴趣的领域了解很多的“知情的意见领袖”和对他们声称的领域知之甚少的“不知情的意见领袖”。在两项研究中，“知情的领袖”每周阅读报纸的时间比“知情的领袖”更长。

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