思想政治教育视域下的网络意见领袖研究

发布时间：2018-01-15 08:34

本文关键词：思想政治教育视域下的网络意见领袖研究　出处：《大连理工大学》2013年博士论文　论文类型：学位论文

【摘要】：新媒体的迅速普及营造了瞬息万变、放任不羁的网络舆论环境。置身其中的网民不仅是海量信息的接受者,也成为“国王”般的信息发布者。网络意见领袖在信息发布、网络舆论的传播及引导等方面发挥着越来越引人瞩目的、不可替代的作用。思想政治教育是指一定的阶级、社会、组织,通过多种方式开展思想、情感的交流互动,引导其成员吸纳、认同一定社会的思想观念、政治观点、道德规范,促进其成员知、情、意、信、行均衡协调发展和思想品德自主构建的社会实践活动。如何主动应对新媒体技术带来的挑战,自觉走出目前的“失语”困境,有效引导网络意见领袖,已经成为制约充分发挥思想政治教育实效性亟需解决的问题,这也正是本文着手研究和着力解决的核心问题。所谓网络意见领袖,是指以互联网为平台,针对社会热点问题发表自己的言论和见解,并得到网民普遍认可或高度认同,从而引导网络舆论走向,对网民意见产生重大影响的网络信息发布者。网络意见领袖的“双刃剑”作用对人们思想政治素质发展和网络主旋律教育具有正反两方面作用。在思想政治教育视域下研究网络意见领袖问题,首先需要解决好网络意见领袖的思想政治教育价值的认知问题。如果网络只是人们随意“吐痰”的垃圾箱,如果网络舆论如转瞬即逝的“龙卷风”般不可调控,如果网络意见领袖只是人们的“极化”情绪的代言人,那么就不存在其思想政治教育应用研究的必然性、必要性。恰恰是因为网络意见领袖在网络舆论传播中对人们的世界观、人生观、价值观产生的深层影响,彰显了思想政治教育对其关注的必要性。论文首先对网络意见领袖及相关概念进行了界定,基于思想政治教育学、大众传播学、网络传播等理论,指出网络意见领袖具有现实身份的多样化、权力的软性化、影响范围的广泛化、自身素质的核心化四个鲜明特点。提炼总结出网络意见领袖具有信息加工处理、影响网民的认知、态度和行为、影响网络舆论走向三个不同层面的主要功能,为将其应用于思想政治教育提供了实践前提。其次,从哲学层面阐释了网络意见领袖的思想政治教育应用价值,主要包括网络意见领袖作为网络信息的“发布者”、“把关人”和网络舆论的“引导者”所具有的思想政治教育主体性、目的性和导向性价值,其功能的“蚕茧效应”、意见的“针对性”、与网民的“互动性”等交往实践价值,其发挥作用路径的潜隐性、“榜样教育”转化性和自主性等方法论价值,据此奠定了从思想政治教育视域观察、分析、引导网络意见领袖现象的理论基础。再次,基于人人网建立了大学生网络意见领袖的识别指标体系。考虑分析时段长短及讨论话题内容的影响,运用量化统计分析方法,首先建立了相对应的反映大学生相互之间交往关系疏密的分析矩阵,然后通过程度中心性、中介中心性和亲近中心性三个量化指标的相对高低识别出活跃分子,进而基于认同系数和问卷调查获得“最大似然”网络意见领袖,最终通过深度访谈加以证实。发现大学生网络意见领袖具有嬗变性、现实性和内群性的特点,提出了有针对性的引导策略,并对效果进行跟踪分析。第四,以郭明义为例,提出了思想政治教育网络意见领袖的培育方法和对策。在对郭明义新浪微博日常运营、粉丝数量与地域分布以及最热微博实证分析的基础上,总结提炼郭明义现象的成功经验如实事求是是前提、发帖形式是条件、发帖质量是关键、方法艺术是保障等基础上,提出了网上网下相互配合、树立德才兼备的网络典型、采用丰富多彩的表达方式、营造易于与网友沟通的情景模式等具体的培育方法与途径。最后,全面系统地提出了思想政治教育应对网络意见领袖现象的四个方略,即识别引导、重点培育、技术跟进以及依法治理。建立各类网络意见领袖科学的识别指标体系,据此准确方便地识别；建立与网络意见领袖的长效对话机制,运用适度原则有效引导；从网络评论员、网络舆情分析师、模范人物、知名专家学者、思想政治教育工作者中遴选和重点培育不同网络平台的专业型和稳定型网络意见领袖；提高其网络媒介素养、网络舆论引导能力、思想政治素质和高度社会责任感；提高网络平台的建设水平,建设并完善网络舆情监测和评估体系,制定网络相关法律法规对网络意见领袖的言论和行为加以规范。本文提出的四个方略基本可以为网络意见领袖充分发挥积极正面作用“保驾护航”。
[Abstract]:The rapid spread of new media to create a rapidly changing environment of network public opinion. Uninhibited exposure to one of the users is not only massive recipients of information, has become the "King" as the information publisher. The network opinion leaders in the information dissemination, dissemination and guidance of network public opinion the party plays a more and more striking, not alternative. Ideological and political education refers to a certain class, society, organization, through a variety of ways to carry out ideological and emotional interaction, and guide its members to absorb the identity of certain social ideology, politics, ethics, and promote its members know, love, meaning, letter, for balanced coordinated development of independent construction ideological and moral social practice activities. How to bring the initiative to deal with the challenges of new media technologies, consciously out of the "Aphasia" dilemma, effectively guide the network opinion leaders, has become restricts the full play The problem that needs to be solved in the effectiveness of Ideological and political education is the core issue that this article begins to study and focus on.
The so-called opinion leaders, refers to the Internet as a platform, express their views and opinions on social issues, and users generally recognized or highly recognized, so as to guide the network public opinion, have a significant impact on the opinions of Internet users network information publisher. The network opinion leaders "double-edged sword" function of ideological and political people the quality of network development and the main melody education has two aspects. Research on the problem of the network opinion leaders in the ideological and political education from the perspective of cognitive problems, first need to solve the network opinion leaders of the ideological and political education value. If the network is just the people at the "Spitting" trash, as if the network public opinion the fleeting "tornado" like can not control, if the network opinion leaders just people "polarization" emotional voice, then there is no application of the ideological and Political Education The necessity and necessity of research is precisely because the deep influence of Internet opinion leaders on people's world outlook, outlook on life and values in the Internet public opinion shows the necessity for ideological and political education to pay attention to it.
This paper first defines the network opinion leaders and the related concepts of Ideological and political education based on mass communication, network communication theory, pointed out that the diversification of network opinion leaders has real identity, soft power, wide range of influence, the core qualities of four distinct characteristics. Summarizing the network opinion leaders with information processing, influence the users cognition, attitude and behavior, the network of public opinion to the three main functions of different levels, as applied to the ideological and political education provides a practical premise.
Secondly, from the aspect of philosophy to explain the network opinion leaders in the application of Ideological and political education value, including the network opinion leaders as the network information "released", "the subjectivity of Ideological and political education and the gatekeeper" network public opinion "guide" with the aim and orientation of value, the function of "cocoon the effect of" opinions "targeted", and the "interaction" of communication practice value, play the potential role of the path "value model education" transformation and autonomy methodology, accordingly laid the ideological and political education from the perspective of observation, analysis, theoretical basis to guide the network opinion leaders phenomenon.
Once again, the Internet opinion leaders identification index system is established based on renren.com. Analysis on the length of time and discuss topics considered, using statistical analysis method, firstly established the analysis matrix density corresponding to the relationship between college students reflect each other, and then through the degree centrality, betweenness centrality and closeness centrality three a quantitative index of the relative level of identification of active molecules, and then identify coefficient and questionnaire survey based on "maximum likelihood" opinion leaders, through depth interviews confirmed. The students' opinion leaders with the evolution, reality and cluster characteristics, propose the guiding strategy, and the the effect of tracking analysis.
Fourth, in the case of Guo Mingyi, puts forward methods and Countermeasures of Ideological and political education. The network opinion leaders in the daily operation of micro-blog Sina Guo Mingyi, analyzing the number of fans and geographical distribution as well as the hot micro-blog empirical analysis, summarizes the successful experience of Guo Mingyi phenomenon such as seeking truth from facts is the premise, posting form, post quality is the key method of art is the guarantee on the basis, proposed a network of mutual cooperation, establish a network with typical have both ability and political integrity, expression of rich and colorful, and create a way easy to cultivate scene specific methods to communicate with friends.
Finally, comprehensively and systematically puts forward four strategies of Ideological and political education to deal with the network opinion leaders phenomenon, namely recognition guidance, focusing on cultivating technology, follow-up and management according to law. The establishment of various kinds of network opinion leaders scientific identification index system, thus accurately and conveniently identify; establish a long-term dialogue mechanism and opinion leaders, using appropriate principles guidance from the network; network public opinion analyst, commentator, models, well-known experts and scholars, the ideological and political education workers in the selection and focus on cultivating a different platform of professional and stable network opinion leaders; improve their media literacy, the ability to guide public opinion in the network, the ideological and political quality and a high sense of social responsibility; improve the network platform construction the level of construction, and improve the public opinion monitoring and assessment system of network, the development of network related laws and regulations of network opinion leaders The four strategies proposed in this paper can give full play to the positive and positive role of the network opinion leaders "escort".

【学位授予单位】：大连理工大学
【学位级别】：博士
【学位授予年份】：2013
【分类号】：D64

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