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- Miyazaki Yuji
- 東京大学大学院
Bibliographic Information
- Other Title
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- 1960 年代初頭における「クチコミ」の概念分析
- 1960年代初頭における「クチコミ」の概念分析 : 「オピニオン・リーダー」との結び付きに着目して
- 1960ネンダイ ショトウ ニ オケル 「 クチコミ 」 ノ ガイネン ブンセキ : 「 オピニオン ・ リーダー 」 ト ノ ムスビツキ ニ チャクモク シテ
- Focusing on Relation to the “Opinion Leader” Concept
- 「 オピニオン・リーダー」との結び付きに着目して
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Description
<p>This article focuses on how the term kuchi komi (meaning “word of</p><p>mouth”) came to be used in advertising theory in Japan in the early 1960s from</p><p>a view of conceptual analysis.</p><p> So far, little attention has been given to kuchi komi in media history and</p><p>advertising history. This is because kuchi komi is a medium that leaves no</p><p>material or institutional traces. This article aims to provide a history of kuchi</p><p>komi by focusing on it as a concept, and analyzes how it came to be presented</p><p>as an advertising tool. We mainly analyze textual data that presented kuchi</p><p>komi as an advertising tool in the early 1960s.</p><p> As a result, we revealed:( 1) the Reading Social Survey conducted during</p><p>1956 played an important role in the spread of the “opinion leader” concept in</p><p>the advertising industry, and( 2) the term kuchi komi was newly presented as</p><p>an advertising tool in the early 1960s in relation to the “opinion leader” concept.</p>
Journal
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- JOURNAL OF MASS COMMUNICATION STUDIES
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JOURNAL OF MASS COMMUNICATION STUDIES 98 (0), 107-124, 2021-01-31
Japan Society for Studies in Journalism and Mass Communication
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Details 詳細情報について
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- CRID
- 1390569545872855808
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- NII Article ID
- 130008039883
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- NII Book ID
- AN10418471
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- ISSN
- 24320838
- 13411306
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- NDL BIB ID
- 031283178
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- Text Lang
- ja
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- Data Source
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- JaLC
- NDL
- CiNii Articles
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- Abstract License Flag
- Disallowed