网络热点事件中微博意见领袖的心理引导机制

Psychological Guidance Mechanism of Micro-blog’s Opinion Leaders in Internet Public Events

微博意见领袖对某一网络热点事件的观点和情感会显著影响公众对该网络热点事件的态度,因此探究上述现象的内在作用机制具有较大的社会价值。本研究采用扎根理论方法,以“肯德基事件”为例,建构了网络热点事件微博意见领袖的心理引导机制,以“乐天萨德事件”为例对该机制的理论饱和度进行了检验。研究发现,微博意见领袖主要通过信息分享、理性讨论、质疑、表明立场等理性机制和情感宣泄、恐惧唤起等非理性机制都可以促使微博受众的态度发生转变。

The attitudes of the public to the internet public events will significantly be influenced by the views and feelings of opinion leaders. This paper adopts the grounded theory to construct the psychological guidance mechanism for micro-blog’s opinion leaders by taking the “KFC Event” as an example, and to evaluate this mechanism in the case of “Lotte and THAAD Event”. It is found that micro-blog opinion leaders change the attitudes of micro-blog’s audiences through the rational mechanisms such as information sharing, rational discussion, questioning and position manifestation, and through the irrational mechanisms such as emotional catharsis and fear arousal.