新时代网络意见领袖平台的变迁及引导管控研究

发布时间：2018-06-11 11:26

本文选题：网络意见领袖 + 舆论　；参考：《北京邮电大学》2017年硕士论文

【摘要】：“意见领袖”的概念,最早于20世纪40年代被拉扎斯菲尔德提出,并被广泛地被用于人际传播和组织传播中。时至今日,在网络虚拟社区中,存在着一批被称为“网络意见领袖”的群体,他们的言论和行动,影响着大量网民甚至线下大众的行为,并极大的影响到网络舆情。伴随移动互联网的兴起,网络意见领袖活跃平台也处于不断变迁过程中,由传统的博客、论坛、贴吧等转移到微博、公众号、直播等平台,在新时期,网络意见领袖的感召力及其对网络中公共事件的影响能力也愈发强大。本文重点研究了网络意见领袖活动平台发展变迁的过程及原因,发现相比于传统网络意见领袖,新时代的网络意见领袖具有更强的个人魅力与舆论引导作用,同时也更容易误导舆论、散播谣言。本文以湖南某妇幼保健院产妇死亡事件为具体案例进行重点研究,并通过设计调查问卷和实施调查,对网络意见领袖的影响作用以及误导舆论的情况进行了解。通过研究发现,非理性表达、传播素养不足、责任意识淡薄是造成网络意见领袖误导舆论的主要原因。在此基础上,本文给出网络意见领袖引导和管控的四项具体措施:完善民主协商机制、网络意见领袖发现培养机制、发挥“第三方信源”的积极作用、政策法规与人文关怀相结合等,以便于更好地对网络意见领袖予以引导和管控。
[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.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：D669

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