发挥网络意见领袖正确导向作用研究

发布时间：2018-04-03 17:41

本文选题：网络舆情　切入点：意见领袖　出处：《中北大学》2015年硕士论文

【摘要】：随着时代的发展，网络的广泛普及为人们提供了广阔的交流和互动空间。在各种网络舆论形成、传播，以及发展的过程中，一些网民开展主动的承担起信息传播扩散或加工、协调，甚至是干预的责任。并使自己的意见和观点迅速得到广大数网民的重视和、认可乃至追随。网络“意见领袖”这一特殊群体应运而生，并发挥出强大的导向作用。本文分析了网络舆情与网络意见领袖的特点以及内在关系。并从外在原因和内在原因两个角度，，围绕网络意见领袖的形成因素予以分析。然后，概括网络舆情网络意见领袖所拥有的重要作用，以及所产生的重大影响力。并通过设计调查问卷和实施调查，对网络舆情中意见领袖的正确导向作用以及误导和操控等情况进行了解。通过研究我们发现，导致意见领袖误导网络舆论的原因有很多，例如网络意见信息环境的相对封闭和有关规范网络言论行为的法律法规欠缺，以及网民预期的心理倾向等。立足调查结果和研究情况，笔者还提出正确发挥网络意见领袖导向作用的具体措施，包括加强教育，合理引导“意见领袖”和加强相关立法与网络执法，依法管网，以及建设更加开放的网络环境及有效的沟通和培植体制内网络“意见领袖”，强化主流言论等。以期更好的对网络意见领袖予以正确的引导，更好的发挥出其应用的正确导向作用来。
[Abstract]:With the development of the times, the extensive popularization of the network provides people with a broad space for communication and interaction.In the process of forming, spreading and developing various kinds of network public opinion, some netizens take the responsibility of spreading, processing, coordinating and even intervening in information dissemination.And so that their opinions and views quickly received a large number of Internet users and recognition and even follow.Network "opinion leader" this special group arises at the historic moment, and plays a strong guiding role.This paper analyzes the characteristics and internal relations between network public opinion and network opinion leaders.And from the external reasons and internal reasons, around the formation of network opinion leaders to analyze the factors.Then, summarize the important role of network opinion leaders, and the great influence.Through the design of questionnaire and the implementation of the survey, the correct guiding role, misleading and manipulation of opinion leaders in Internet public opinion are understood.Through the research, we find that there are many reasons for the opinion leaders to mislead the public opinion on the Internet, such as the relative closure of the network opinion information environment, the lack of laws and regulations related to regulating the behavior of online speech, and the expectation psychological tendency of the Internet users and so on.Based on the investigation results and the research situation, the author also puts forward some concrete measures to give full play to the leading role of network opinion leaders, including strengthening education, reasonably guiding "opinion leaders", strengthening relevant legislation and network law enforcement, and carrying out pipe networks according to law.And building a more open network environment and effective communication and training of network "opinion leaders" in the system, strengthening mainstream speech, etc.With a view to better network opinion leaders to give correct guidance, better play its application of the correct guidance role.
【学位授予单位】：中北大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：D621.5;G206

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