ERIC Number: ED161409
Record Type: RIE
Publication Date: 1977-Jan
Reference Count: 0
Method Dependent Opinion Leadership: Implications for Ascertainment of Black Community Needs for Public Television Stations.
McCain, Thomas A.; And Others
An assessment was made of the similarities and differences of the problems, interests, and needs articulated by the visible and "invisible" opinion leaders within the Black community of Columbus, Ohio. Interviews which included both open-ended and closed-ended questions were conducted with a random sample consisting of 449 Black residents stratified by residential area and sex. Questions were directed at the identification of community problems and community leaders. The perceptions of community and personal problems, the media and communication patterns, and the social and demographic characteristics were examined for four types of opinion leaders: (1) self-designated, (2) socially designated, (3) key informant, and (4) volunteer. Major results indicated that the four types of opinion leader were different and independent of one another. The "invisible" socially designated leaders of the community reflected most accurately the expressed needs of the community residents. It was recommended that public broadcasters continually attempt to identify the "invisible" socially designated community leaders, and not rely on visible leaders or organized groups for constructing the master problem list for needs assessment surveys. (CMV)
Publication Type: Reports - Research
Education Level: N/A
Sponsor: Ohio State Univ., Columbus. Instruction and Research Computer Center.
Authoring Institution: Corporation for Public Broadcasting, Washington, DC. Office of Communication Research.
Note: For related documents, see IR 006 184-190