意见领袖——农村社区重建社会信任的重要力量

Opinion Leader: The Important Role of Reconstruction of social Trust in Rural Society

介绍了农村社区的信任现状,分析了其产生的原因。阐述了农村社区意见领袖的双重身份与双重效果,认为意见领袖在农村社区重建社会信任过程中起着重要的作用:可以在人际传播中增强信任度,可以提高传播效果,增强公信力,可以带动社区成员增强社会信任。

The status of the trust of rural society is introduced; the causes of it are analyzed. The dual identity and a double effect of opinion leaders in rural communities are described. It is considered that, opinion leaders play an important role in the process of rebuilding social trust in rural communities： they could increase confidence in interpersonal communication; they could improve communication effects, and enhance credibility; and they could lead community members to enhance social trust.