【摘要】：鄉(xiāng)村意見領(lǐng)袖是那些掌握鄉(xiāng)村話語權(quán)、具有廣泛資源動員能力,處于鄉(xiāng)村社會關(guān)鍵位置上的特殊人物。他們對鄉(xiāng)村社會的資源運(yùn)行機(jī)制具有重要的影響,是鄉(xiāng)村社會公共資源高效利用的重要助推器。深入發(fā)掘意見領(lǐng)袖的形成因素,探尋意見領(lǐng)袖的行動過程,對鄉(xiāng)村社會實現(xiàn)有限資源的高效利用、實現(xiàn)可持續(xù)發(fā)展具有重要的意義。 本研究從傳播學(xué)、社會學(xué)的視野出發(fā),以四川東北部山區(qū)亮村為現(xiàn)實參照研究對象,立足場域理論和多級傳播理論,運(yùn)用實證和訪談的方法,從鄉(xiāng)村社會發(fā)展的角度剖析意見領(lǐng)袖的行動過程,總結(jié)意見領(lǐng)袖的形成因素。 研究認(rèn)為,意見領(lǐng)袖的形成因素包括資源動員能力、對公共事務(wù)的關(guān)注以及領(lǐng)域的特定傾向。其中,意見領(lǐng)袖的資源動員能力是鄉(xiāng)村意見領(lǐng)袖最為本質(zhì)的形成因素,也是其最為顯著的特點；對公共事務(wù)的介入是意見領(lǐng)袖獲得道德認(rèn)可,確立權(quán)威地位,意見領(lǐng)袖的身份得以維持的必要手段；領(lǐng)域的特定傾向是現(xiàn)階段社會分工不斷細(xì)化而確立的意見領(lǐng)袖外部形成因素。 其次,意見領(lǐng)袖的行動過程分解為信息的獲取或傳遞,以及在此過程中傳播角色的扮演。其中,信息源包括大眾傳播、政府組織、社會組織等外部信息源以及長期自我傳播而內(nèi)化的經(jīng)驗知識和受眾的反饋信息；傳播角色包括受者、傳者和把關(guān)人三種。而在具體的角色扮演中,意見領(lǐng)袖通過創(chuàng)建公共輿論空間、參與公共事務(wù)、經(jīng)濟(jì)上的組織示范以及對傳播網(wǎng)絡(luò)的整合等方式而發(fā)揮作用。 最后,筆者進(jìn)一步提出了兩點建議：一是重視意見領(lǐng)袖的甄別與作用。必須以傳播的視角來認(rèn)識鄉(xiāng)村社會的關(guān)鍵人物,加強(qiáng)意見領(lǐng)袖的甄別,重視意見領(lǐng)袖的作用,把那些掌握鄉(xiāng)村話語權(quán)、能夠廣泛動員村民的意見領(lǐng)袖置于更加重要的位置。二是相關(guān)部門要加強(qiáng)現(xiàn)有意見領(lǐng)袖的培育和引導(dǎo),創(chuàng)造有利于意見領(lǐng)袖產(chǎn)生、發(fā)展的良好環(huán)境。
[Abstract]:Village opinion leaders are special figures who have the power of rural discourse, the ability to mobilize resources widely and the key position of rural society. They have an important influence on the running mechanism of resources in rural society and are important boosters for the efficient utilization of public resources in rural society. It is of great significance to explore the forming factors of opinion leaders and the course of action of opinion leaders to realize the efficient utilization of limited resources and the realization of sustainable development in rural society. From the perspective of communication and sociology, this study takes Liangcun village in northeast Sichuan as the realistic reference object, based on field theory and multilevel communication theory, and applies the methods of demonstration and interview. This paper analyzes the action process of opinion leaders from the perspective of rural social development and summarizes the forming factors of opinion leaders. The research shows that opinion leaders form factors such as resource mobilization ability, attention to public affairs and specific tendency in the field. Among them, the resource mobilization ability of opinion leaders is the most essential factor and the most prominent characteristic of rural opinion leaders, and their involvement in public affairs means that opinion leaders gain moral recognition and establish their authoritative status. The necessary means to maintain the identity of opinion leader; the specific tendency of field is the external forming factor of opinion leader established by the continuous refinement of social division of labor at present. Second, the action process of opinion leaders is divided into the acquisition or transmission of information, and the role of communication in this process. Among them, the information source includes external information sources such as mass communication, government organization, social organization, experience knowledge and feedback information of the audience, and the communication role includes three kinds: acceptor, communicator and gatekeeper. In specific role-playing, opinion leaders play a role by creating public opinion space, participating in public affairs, economic organization and demonstration, and integration of communication networks. Finally, the author further puts forward two suggestions: first, pay attention to the discrimination and role of opinion leaders. It is necessary to recognize the key figures of rural society from the perspective of communication, strengthen the discrimination of opinion leaders, attach importance to the role of opinion leaders, and place those opinion leaders who can widely mobilize the villagers' opinion leaders in a more important position. Second, relevant departments should strengthen the cultivation and guidance of existing opinion leaders and create a favorable environment conducive to the formation and development of opinion leaders.
【學(xué)位授予單位】：華中農(nóng)業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2011
【分類號】：C912.3;G206

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