名微博舆情调查及其对青年的影响

Survey of Public Opinion on Celebrity Blog and Its Influence on the Youth

名微博具有"裂变式"的传播路径、"去层级"的互动交流、"导向性"的名人舆论场等特点。利用浙江微博平台展开的舆情调查,着重了解名微博的舆论领域、舆论关注度、舆情态度、重要关注点、影响人群结构、舆情触发及传播机制等情况。名微博舆情传播的"涵化效应"推动了青年参与社会舆论,名微博舆情导向的"集聚效应"引导青年扩宽人际圈,名微博言论植入的"微博营销"引导青年改变消费观念。因此,从政府、用户、运营商3个角度完善体制机制、制度保驾护航,加强微博引导,完善平台管理,从而规范对青年的影响。

Celebrity blog has the celebrity public opinion field characteristics of the ＂fission＂ propagation path, non hierarchy interaction and guidance. By a public opinion survey using the Zhejiang micro-blog platform, the paper focuses on understanding the celebrity blog＇s public opinion field, attention of public opinion, attitude of public opinion, important concerns, structure of affecting population, public opinion triggered and propagation mechanism etc. Acculturation effect of the spreading of celebrity blog promotes youth＇s participation in social media; cluster effect of the orientation of celebrity blog guides the youth to widen the circle; microblogging marketing of celebrity blog＇ s implanted speech guides the youth to change the concept of consumption. Therefore, we should improve the institutional mechanisms to strengthen the cultivation of micro-blog guidance, media literacy, improve the platform management and measures of government, users and operators. to improve the operation ability from three perspectives.