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This paper reports on the results of the successful use of the ‘PS Scale’, or Personality Strength Scale (Elisabeth Noelle-Neumann), for determining and measuring opinion leadership. It provides information on the results and experiences drawn from three representative sample surveys conducted in the Czech Republic, which have made use of the PS Scale for measuring personality strength, and thus also for measuring opinion leadership. The experiences drawn from using this standardised measurement tool have clearly demonstrated the usefulness of the scale, even in the case of the Czech language version, and revealed its validity and considerable reliability. The paper also reports on the connection between personality strength (opinion leadership) and selected social characteristics, including the standard EGP classification of social rank. Classic studies in this field, dating from the 1940s, were based on a small number of questions and led to the development of a dichotomous distinction between opinion leaders and opinion followers (P.F. Lazarsfeld, B. Berelson and Hazel Gaudet 1940) and local and cosmopolitan influentials (R.K. Merton 1949). Unlike these approaches, the PS Scale uses a standardised battery of questions comprised of ten items and establishes a scale ranging from a minimum of 75 to a maximum of 149 points. In a number of aspects the Czech results confirm those reached in the German studies by E. Noelle-Neumann; for example, the observation that a higher percentage of opinion leaders are found in the groups of professions located at the higher end of the social scale. Nevertheless, even in the case of the Czech Republic, it was revealed that opinion leaders are not recruited exclusively from the ranks of the higher social groups. Instead, they can be found in all groups of professions and in all status strata, albeit to varying degrees. Sociologický časopis, 2003, Vol. 39, No. 5: 687–706 687 ** Článek byl sponzorován grantem GA ČR 403/00/1713 a grantem GA ČR 403/99/0370. V článku zveřejněné výsledky výzkumů byly prezentovány v příspěvku autora na 56. výroční konferenci Světové asociace pro výzkum veřejného mínění WAPOR v Praze 17.–19. 9. 2003. ** Veškerou korespondenci zasílejte na adresu: Doc. PhDr. Hynek Jeřábek, CSc., Intitut sociologických studií, Fakulta sociálích věd UK, U Kříže 8, 158 00 Praha 5, e-mail: jerabek@mbox.fsv.cuni.cz © Sociologický ústav AV ČR, Praha 2003 METODOLOGICKÁ RUBRIKA

The Measurement of Opinion Leadership in Czech Sociological Research (The Personality Strength Scale as a Tool for Opinion Leadership Identification)