意见领袖对网络舆情的影响机制研究

发布时间：2018-03-17 07:02

本文选题：网络舆情　切入点：意见领袖　出处：《黑龙江大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着网络用户数量的增长,网络渐渐成为人的社会化过程中不可或缺的手段,网络舆情也将成为考察民意的一个指标。通过对网络舆情的概念、特征,在政治、经济、文化与社会方面的影响与网络舆情现状的研究,发现网络舆情的重要性,既能够促进国家与人民的发展,也可以分裂祖国与人民的关系,如何引导将决定其造成的结果。在网络舆情事件中的意见领袖的含义、类别、特征,形成原因及网络舆情传播各阶段发挥的作用分析,体现出意见领袖引导的重要性。通过对网络舆情信息的传递流程与作用主体及其交互作用的分析,以其为中介构建了理论框架,意见领袖的言行态度观点对网络舆情信息作用主体间的交互作用的影响,改变了网络舆情信息的传播量、传播速度与内容,进而影响着网络舆情的热度、强度与舆情倾向。“7.23事件”与“小悦悦事件”的实证研究与对比分析,证实意见领袖对网络舆情的影响力,指出其非法言行的不良后果,强调意见领袖严格规范自己的重要性。最后提出以下对策:主动培养网络意见领袖;促进与网络意见领袖沟通;加大对网络意见领袖非法行为的管理力度;建立与网络媒体的友好关系;加强网络群体思想教育工作;成立一个较为成熟的网络舆情管理中心。
[Abstract]:With the increase in the number of Internet users, the Internet has gradually become an indispensable means in the process of people's socialization. Internet public opinion will also become an indicator of public opinion. Through the concept, characteristics, political and economic aspects of Internet public opinion, The research on the influence of culture and society and the current situation of network public opinion has found that the importance of network public opinion can not only promote the development of the country and people, but also split the relationship between the motherland and the people. How to guide the result that will determine the result. Analysis of the meaning, category, characteristics, formation reason and the function of each stage of network public opinion dissemination of opinion leader in the network public opinion event, Through the analysis of the transmission process of network public opinion information and the interaction of the main body and the interaction, the theoretical framework is constructed with it as the intermediary. The influence of opinion leaders' attitude and attitude on the interaction between the main body of network public opinion information has changed the quantity, speed and content of network public opinion information, and then affected the heat of network public opinion. The empirical study and comparative analysis of "7.23 incident" and "Xiao Yue Yue incident" confirm the influence of opinion leaders on Internet public opinion, and point out the negative consequences of their illegal words and deeds. Finally, the author puts forward the following countermeasures: cultivating the network opinion leader actively, promoting communication with the network opinion leader, strengthening the management of the illegal behavior of the network opinion leader; To establish a friendly relationship with the network media; to strengthen the ideological education of network groups; to establish a more mature network public opinion management center.
【学位授予单位】：黑龙江大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G206

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