本文選題：網(wǎng)絡(luò)意見領(lǐng)袖 + 輿論　； 參考：《北京郵電大學(xué)》2017年碩士論文

【摘要】：“意見領(lǐng)袖”的概念,最早于20世紀40年代被拉扎斯菲爾德提出,并被廣泛地被用于人際傳播和組織傳播中。時至今日,在網(wǎng)絡(luò)虛擬社區(qū)中,存在著一批被稱為“網(wǎng)絡(luò)意見領(lǐng)袖”的群體,他們的言論和行動,影響著大量網(wǎng)民甚至線下大眾的行為,并極大的影響到網(wǎng)絡(luò)輿情。伴隨移動互聯(lián)網(wǎng)的興起,網(wǎng)絡(luò)意見領(lǐng)袖活躍平臺也處于不斷變遷過程中,由傳統(tǒng)的博客、論壇、貼吧等轉(zhuǎn)移到微博、公眾號、直播等平臺,在新時期,網(wǎng)絡(luò)意見領(lǐng)袖的感召力及其對網(wǎng)絡(luò)中公共事件的影響能力也愈發(fā)強大。本文重點研究了網(wǎng)絡(luò)意見領(lǐng)袖活動平臺發(fā)展變遷的過程及原因,發(fā)現(xiàn)相比于傳統(tǒng)網(wǎng)絡(luò)意見領(lǐng)袖,新時代的網(wǎng)絡(luò)意見領(lǐng)袖具有更強的個人魅力與輿論引導(dǎo)作用,同時也更容易誤導(dǎo)輿論、散播謠言。本文以湖南某婦幼保健院產(chǎn)婦死亡事件為具體案例進行重點研究,并通過設(shè)計調(diào)查問卷和實施調(diào)查,對網(wǎng)絡(luò)意見領(lǐng)袖的影響作用以及誤導(dǎo)輿論的情況進行了解。通過研究發(fā)現(xiàn),非理性表達、傳播素養(yǎng)不足、責(zé)任意識淡薄是造成網(wǎng)絡(luò)意見領(lǐng)袖誤導(dǎo)輿論的主要原因。在此基礎(chǔ)上,本文給出網(wǎng)絡(luò)意見領(lǐng)袖引導(dǎo)和管控的四項具體措施:完善民主協(xié)商機制、網(wǎng)絡(luò)意見領(lǐng)袖發(fā)現(xiàn)培養(yǎng)機制、發(fā)揮“第三方信源”的積極作用、政策法規(guī)與人文關(guān)懷相結(jié)合等,以便于更好地對網(wǎng)絡(luò)意見領(lǐng)袖予以引導(dǎo)和管控。
[Abstract]:The concept of "opinion leader" was first proposed by Lazasfield in the 1940s and widely used in interpersonal and organizational communication. Nowadays, there is a group of "network opinion leaders" in the network virtual community. Their comments and actions affect the behavior of a large number of Internet users and even the offline public, and greatly affect the network public opinion. With the rise of the mobile Internet, the active platform of online opinion leaders is also in the process of continuous change, from traditional blogs, forums, posts and so on to Weibo, public numbers, live broadcast and other platforms, in the new era, The charisma of online opinion leaders and their influence on public events in the network are also becoming more and more powerful. This paper focuses on the process and reasons of the development and change of the online opinion leaders' activity platform, and finds that compared with the traditional network opinion leaders, the new era's network opinion leaders have stronger personal charm and public opinion guiding role. It is also easier to mislead public opinion and spread rumors. This paper focuses on the case of maternal death in a maternal and child health care hospital in Hunan province, and through the design of questionnaire and the implementation of the investigation, the influence of network opinion leaders and the situation of misleading public opinion are understood. Through the research, it is found that irrational expression, insufficient communication literacy and weak sense of responsibility are the main reasons for the network opinion leaders to mislead public opinion. On this basis, this paper gives four concrete measures to guide and control the network opinion leaders: perfecting the democratic consultation mechanism, discovering the cultivation mechanism of the network opinion leaders, and giving play to the positive role of "third party information sources". Policies and regulations combined with humanistic care, so as to better guide and control the network opinion leaders.
【學(xué)位授予單位】：北京郵電大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：D669

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