乡村意见领袖形成因素及其行动过程的考察

发布时间：2018-08-29 17:29

【摘要】：乡村意见领袖是那些掌握乡村话语权、具有广泛资源动员能力,处于乡村社会关键位置上的特殊人物。他们对乡村社会的资源运行机制具有重要的影响,是乡村社会公共资源高效利用的重要助推器。深入发掘意见领袖的形成因素,探寻意见领袖的行动过程,对乡村社会实现有限资源的高效利用、实现可持续发展具有重要的意义。本研究从传播学、社会学的视野出发,以四川东北部山区亮村为现实参照研究对象,立足场域理论和多级传播理论,运用实证和访谈的方法,从乡村社会发展的角度剖析意见领袖的行动过程,总结意见领袖的形成因素。研究认为,意见领袖的形成因素包括资源动员能力、对公共事务的关注以及领域的特定倾向。其中,意见领袖的资源动员能力是乡村意见领袖最为本质的形成因素,也是其最为显著的特点；对公共事务的介入是意见领袖获得道德认可,确立权威地位,意见领袖的身份得以维持的必要手段；领域的特定倾向是现阶段社会分工不断细化而确立的意见领袖外部形成因素。其次,意见领袖的行动过程分解为信息的获取或传递,以及在此过程中传播角色的扮演。其中,信息源包括大众传播、政府组织、社会组织等外部信息源以及长期自我传播而内化的经验知识和受众的反馈信息；传播角色包括受者、传者和把关人三种。而在具体的角色扮演中,意见领袖通过创建公共舆论空间、参与公共事务、经济上的组织示范以及对传播网络的整合等方式而发挥作用。最后,笔者进一步提出了两点建议：一是重视意见领袖的甄别与作用。必须以传播的视角来认识乡村社会的关键人物,加强意见领袖的甄别,重视意见领袖的作用,把那些掌握乡村话语权、能够广泛动员村民的意见领袖置于更加重要的位置。二是相关部门要加强现有意见领袖的培育和引导,创造有利于意见领袖产生、发展的良好环境。
[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.
【学位授予单位】：华中农业大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：C912.3;G206

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