试析微博意见领袖的舆论引导效能

Analysis on the Opinion Guidance Efficiency of Micro-blog Opinion Leader

微博作为一种新兴媒体形式,在日益成为信息时代主要传播渠道的过程中,一方面下放了传播权,另一方面,更多意见领袖集聚这个平台,产生的集权效力也得到前所未有的扩大。尤其在舆情事件传播中,微博意见领袖正在成为推动舆论形成与发展的重要力量。本文从微博意见领袖的特点入手,对微博意见领袖在舆情事件中的舆论引导作用进行探讨,并就如何充分利用微博意见领袖积极引导舆论提出几点建议。

As a new media form in information era, micro-blog has become the main communication channel. On one hand, it delegates the right of communication .On the other hand, more opinion leaders assemble this platform and expand the centralization effect. Especially in the public event propagation, micro-blog opinion leaders are becoming the public opinion formation and development the important force. This article begins with the characteristics of micro-blog opinion leaders, discuss the guiding role of opinion leaders in public events and suggest how to make full use of micro-blog opinion leaders to guide the public opinion.