网络传播中的意见领袖研究

发布时间：2018-06-21 19:27

本文选题：网络意见领袖 + 话语权　；参考：《湖南师范大学》2015年硕士论文

【摘要】：网络社会的迅猛崛起,正日益形塑着一个意见表达和社会参与的广阔公共空间,而意见领袖正是在这一空间场域中异军突起的重要力量。作为网络传播中的“活跃分子”,网络意见领袖通过主动的自我表达、积极的公共参与和多元的传播互动,逐渐占据了网络传播场域中的核心位置,而与此同时,作为网络舆论的引领者,网络意见领袖的话语实践也是媒介与社会变迁的重要表征,其对网络传播生态及社会转型发展发挥着至关重要的作用。从概念上来看,网络意见领袖是指在网络传播中为他人提供信息和观点,并且对他人有一定影响力的“活跃分子”,从本质上而言,网络意见领袖则是互联网时代崛起的一个新话语阶层。综合社会语境和传播媒介来考量,网络意见领袖的崛起,既是社会变迁中公众话语权回归的表现,同时亦是网络技术赋权下的话语权重构的结果。通过选取代表性的公共传播事件为案例,构建网络意见领袖的筛选指标体系,并对其整体特征和内在肌理进行考察。研究发现,网络意见领袖以来自发达城市的男性实名认证者为主,组成了以媒体人和娱乐明星为主导的多元分化的意见领袖群体。这一群体热衷于参与公共事务,偏好政治和社会议题,并呈现出相对固定的话语模式。从意见表达来看,网络意见领袖在传播专业性信息的同时,也频繁地进行着跨界的公共表达,包括理性的观点分析和感性的情绪宣泄；就领袖地位而言,网络意见领袖占据了社会网络的中心及桥梁位置,具备了克里斯玛型特质,其在促进社会整合的同时也制造了分化和冲突。从网络传播中意见领袖的行为机制来看,首先,作为传播行为的主体,网络意见领袖是通过有策略的自我表演来实现自身的角色建构与身份认同；其次,作为社会网络中的行动者,网络意见领袖与媒体、意见扩散者之间存在多样化的互动关系,并结成了以圈群为基础的关系网络；最后,从宏观层面视之,网络意见领袖也处于现实社会语境之中,政治、经济权力关系始终影响着意见领袖的行为走向。网络意见领袖对舆论演变的作用机制,包括了从议程设置、框架建构到社会动员的过程：其一,网络意见领袖通过三种不同路径参与公共议题建构,促成了议题的社会性知情；其二,网络意见领袖的框架建构是多元观点相互博弈与交融的过程,从中引领着舆论的社会性表达；其三,从共同体建构、群体共识到目标导向的集体行动,网络意见领袖作为社群核心节点也推动了网络舆论向线下行动的转化。最后,由于自我身份、媒介环境及社会结构等因素的影响,网络意见领袖的话语实践也存在诸多问题,包括跨界言说中的信任危机、网络碎片化传播中的行为失范和消费主义经济下的主体异化。鉴于此,网络意见领袖必须进行专业素养和公共精神的自我提升,同时也要推进互联网公共领域的建设,并加强主流意见领袖的培育,以充分发挥网络意见领袖的作用来促进社会舆论的引导。
[Abstract]:The rapid rise of the network society is increasingly shaping a broad public space of opinion expression and social participation, and the opinion leader is an important force in this space field. As an "active element" in the network communication, the network opinion leader is actively participating in public participation and multivariable transmission through active self expression. At the same time, as the leader of the network public opinion, the discourse practice of the network opinion leader is also an important token of the media and social changes. It plays an important role in the network communication ecology and the social transformation and development. From the concept, the network opinion leader. It refers to the "active molecule" that provides information and views for others in the network communication and has certain influence on others. In essence, the network opinion leader is a new discourse stratum of the rise of the Internet age. The consideration of the comprehensive social context and media, the rise of network opinion leaders, is the public in social change. The expression of the return of discourse right is also the result of the reconstruction of the right of discourse under the network technology empowerment. Through the selection of representative public communication events as a case, the selection index system of the network opinion leaders is constructed, and the overall characteristics and internal texture of the network opinion leaders are investigated. A group of diverse and diverse opinion leaders dominated by media and entertainment stars. This group is keen to participate in public affairs, preference for political and social issues, and presents a relatively fixed discourse pattern. The public expression of cross boundary, including rational opinion analysis and emotional emotional catharsis; as far as leadership is concerned, the network opinion leader occupies the center of the social network and the position of the bridge. It has the characteristics of the crisma type. It also makes the differentiation and conflict in promoting social integration. The behavior of opinion leaders from the network is the behavior of the leaders. The mechanism is that, first, as the main body of the communication behavior, the network opinion leader realizes its own role construction and identity through a strategic self performance. Secondly, as the actor in the social network, the network opinion leader has a diversified interaction relationship with the media and the opinion diffuser, and forms the basis of the circle group. Finally, from the macro level, the network opinion leader is also in the social context, and the relationship between political and economic power has always affected the behavior trend of the opinion leaders. The mechanism of the network opinion leaders' action on the evolution of public opinion, including the process of setting up the agenda, the frame construction to the social mobilization, is the first, the network opinion. The leaders participate in the construction of public issues through three different paths and contribute to the social knowledge of the issues. Secondly, the framework of the network opinion leaders is the process of mutual game and blending of multiple views, which leads the social expression of public opinion, and thirdly, from the community construction, the group consensus to the goal oriented collective action, the network meaning. Seeing leaders as the core nodes of the community also promotes the transformation of network public opinion into action under the line. Finally, the discourse practice of network opinion leaders also has many problems due to the influence of self identity, media environment and social structure, including the crisis of trust in cross-border speech, Behavior Anomie and consumer owners in the network fragmentation communication. In view of this, the network opinion leader must carry on the self promotion of the professional quality and the public spirit, and also promote the construction of the Internet public field, and strengthen the cultivation of the mainstream opinion leaders, so as to give full play to the role of the network opinion leaders to promote the guidance of the public opinion.
【学位授予单位】：湖南师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G206

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