Are party activists potential opinion leaders?

Vergani, Matteo 2011, Are party activists potential opinion leaders?, Javnost - the public, vol. 18, no. 3, pp. 71-82, doi: 10.1080/13183222.2011.11009063.

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Title Are party activists potential opinion leaders?
Author(s) Vergani, MatteoORCID iD for Vergani, Matteo
Journal name Javnost - the public
Volume number 18
Issue number 3
Start page 71
End page 82
Total pages 12
Publisher Taylor & Francis
Place of publication Abingdon, Eng.
Publication date 2011
ISSN 1318-3222
Summary The article investigates whether or not party activists are potential opinion leaders, presenting the results of field research on four local branches of the Italian PD (Democratic Party). First, the article examines the most relevant "opinion leaders" theories, proposing an original method for recognising potential opinion leaders: the identification of three main features of the ideal-type of opinion leader (the identification with the group, the technical expertise, the social capital) within the biographies of the social actors. Second, the article presents a case-study assessing whether party activists of the local PD branches possess these qualities or not, by analysing the data coming from qualitative field work: ethnographic sessions within the four local branches, and forty biographical interviews with the party activists. At the end of the article some remarks will be given about the methodology used, about the idea of a party opinion leadership and about the role of party activists in changing the voters' mind.
Language eng
DOI 10.1080/13183222.2011.11009063
Field of Research 160803 Race and Ethnic Relations
2001 Communication And Media Studies
Socio Economic Objective 0 Not Applicable
HERDC Research category C1.1 Refereed article in a scholarly journal
Copyright notice ©2011, Taylor & Francis
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