网络意见领袖的产生、特征及培养

Generation and Cultivation of Internet Opinion Leaders and its Characteristics

网络意见领袖是伴随互联网的产生而出现的一种新的社会个体或群体。互联网独特的环境、网民多元的需要以及普通网民对权威的依赖等是网络意见领袖产生的重要条件。网络意见领袖的主要类型有论坛版主、知名人物、网络写手、网络博客等。他们往往具有社会学的想象力、较强的人际吸引力、善于进行印象驾驭等优点。

Internet opinion leaders,newly-generated social individuals or groups,come into being with the emergence of the Internet.The Internet＇s unique environment,the needs of diverse Internet users as well as ordinary netizens＇ reliance on authority together play important roles in the generation of Internet opinion leaders.Forum moderator,well-known figures,network writers,web blog are the main representatives of Internet opinion leaders,who excel at sociological imagination,strong interpersonal attraction and imposing impressive reigns.