微博意见领袖与“粉丝”的互动关系研究

发布时间：2018-07-05 09:23

本文选题：微博意见领袖 + 粉丝　；参考：《吉林大学》2017年硕士论文

【摘要】：在新媒体时代,微博上的消息大量且迅速的更迭,促进了微博意见领袖和“粉丝”互动行为的实施。相关研究发现微博消息源消息为绝对主体;话题空间的成长性强,既拓宽了互动空间,也提升了互动效率;“草根”成为微博互动再建设的主导性力量,体现了微博的开放性;关注程度和角色意识的强弱与角色扮演的空间呈负相关;在信息传播过程中,用户影响力与其粉丝数量呈弱相关。本文基于这个话题的相关研究展开研究和讨论。本文第一章首先对微博意见领袖与“粉丝”互动关系的研究背景进行总结,并提出了本文的研究目的。其次,梳理了意见领袖、粉丝文化和互动理论的概念界定。最后,研究方法选择了定量研究的方法,主要使用抽样调查法中的类型随机抽样法来探讨微博互动议题的影响力及传播效果分析。接下来第二章主要探讨了微博意见领袖的成因,分别从三个方面进行了深入讨论。第一,在互联网的广泛应用下,人们获得和接收信息的能力是不均衡的,最主要的外界因素是由于社会环境引起的,公众表达个人意愿的诉求越来越强烈,现实生活与虚拟网络之间的互动关系变得越来越密切。第二,媒介生态环境决定了微博意见领袖的发展方向,随着科学技术和社会发展的不断进步与变革,主流媒体与非主流媒体的角色也将时刻发生着变化;而在官方舆论场和民间舆论场的互动与竞争中,提高了公共事件的解决速度和公平性。第三,Web2.0技术为微博意见领袖的形成提供了有力的技术支撑和高效的传播途径,并为网络传播带来了源源不断的动力。第三章探究了微博“粉丝”文化的内涵。首先,微博“粉丝”的产生主要是因为人们使用与满足的需要和伪社会互动关系的需要。其次,探讨了微博“粉丝”的传播意义分为两点:1,微博“粉丝”参与到多样的社会活动中促进了社会的进步;2,微博“粉丝”的活跃度提高了大众对媒介文化的参与度。再次,对微博“粉丝”存在的问题及解决办法进行了讨论。论文的最后一章对微博互动议题的影响力进行了实验分析,研究发现微博互动的对话结构具有多样化的特点,角色对互动情境具有差异化的特征。最后研究结论从微博互动的结构性要素消息、话题、角色和互动技术平台进行了探究和分析,微博时代的到来,打破了传统的传播模式,迎来了更加便捷、高效的新媒体的春天。
[Abstract]:In the age of new media, news on Weibo changes rapidly and promotes the interaction between Weibo opinion leaders and fans. Related research found that Weibo message source is the absolute subject, the topic space has strong growth, which not only widens the interactive space, but also enhances the interactive efficiency. "Grass Root" becomes the leading force of Weibo interactive reconstruction, which reflects the openness of Weibo. The degree of concern and the strength of role consciousness are negatively correlated with the space of role-playing, and in the process of information dissemination, the influence of users is weakly related to the number of fans. This paper is based on the relevant research on this topic. The first chapter summarizes the research background of the interaction between Weibo opinion leaders and fans, and puts forward the purpose of this paper. Secondly, the concept of opinion leader, fan culture and interaction theory is defined. Finally, the method of quantitative research is chosen, which mainly uses the type random sampling method to study the influence of Weibo interactive issues and the analysis of its spread effect. The second chapter mainly discusses the causes of Weibo opinion leaders, respectively from three aspects of in-depth discussion. First, with the wide use of the Internet, the ability of people to obtain and receive information is uneven. The main external factors are caused by the social environment, and the demand of the public to express their personal will is becoming stronger and stronger. The interaction between real life and virtual network becomes more and more close. Second, the media ecological environment determines the development direction of Weibo opinion leaders. With the development of science and technology and social development, the role of mainstream media and non-mainstream media will also be changed. In the interaction and competition between the public opinion field and the public opinion field, the speed and fairness of solving public affairs are improved. The third is Web 2.0 technology, which provides powerful technical support and efficient communication approach for the formation of Weibo opinion leaders, and brings continuous power to network communication. The third chapter explores the connotation of Weibo fan culture. First of all, Weibo fans are mainly due to people's need to use and satisfy their needs and the need for pseudo-social interaction. Secondly, the communication significance of Weibo fans is divided into two points: 1: 1. The participation of Weibo fans in various social activities promotes social progress and the activity of Weibo fans enhances the participation of the masses in media culture. Thirdly, the problems and solutions of Weibo fans are discussed. In the last chapter of the paper, the influence of Weibo interaction issues is analyzed experimentally. It is found that the dialogue structure of Weibo interaction is diverse, and the character of role is different to the interactive situation. Finally, the conclusion from the structural elements of Weibo interaction information, topics, roles and interactive technology platform to explore and analyze, the arrival of the Weibo era, broke the traditional mode of communication, ushered in a more convenient, The spring of efficient new media.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206

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