著者

宮﨑 悠二

出版者

日本マス・コミュニケーション学会

雑誌

マス・コミュニケーション研究 (ISSN:13411306)

巻号頁・発行日

vol.98, pp.107-124, 2021-01-31 (Released:2021-05-18)

参考文献数

67

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This article focuses on how the term kuchi komi (meaning “word ofmouth”) came to be used in advertising theory in Japan in the early 1960s froma view of conceptual analysis. So far, little attention has been given to kuchi komi in media history andadvertising history. This is because kuchi komi is a medium that leaves nomaterial or institutional traces. This article aims to provide a history of kuchikomi by focusing on it as a concept, and analyzes how it came to be presentedas an advertising tool. We mainly analyze textual data that presented kuchikomi as an advertising tool in the early 1960s. As a result, we revealed:( 1) the Reading Social Survey conducted during1956 played an important role in the spread of the “opinion leader” concept inthe advertising industry, and( 2) the term kuchi komi was newly presented asan advertising tool in the early 1960s in relation to the “opinion leader” concept.