微博时代舆论领袖的传播进路

Analysis of opinion leaders' communication process in microblog age

随着技术的革新和网络媒体的崛起,微博以一个自主、开放、自由的信息发布平台,为网络舆论的生成创造了一个全新的媒介环境。微博的裂变式和病毒式传播,能迅速产生强大的舆论威力,在技术水平和舆论领袖的合力作用下,建构具有微博时代明显特质的网络舆论场。分析舆论领袖在舆论场中的具体传播进路,审视微博时代下舆论领袖作为传播主体的影响,并提出健全法律制度、提升网络技术水平、加强网络议程设置,以及提升全民自律水平和媒介素养,借以净化网络传播环境。

With the technical innovation and the rise of network media, microblog, as an independent and free platform, has created a new media environment for Internet public opinion. Because of its fission and viruses-like sprea- ding model, microblog rapidly produces strong power of public opinion, and, with the joint effort of technology and o- pinion leaders, a field of public opinion on the network characteristic of microblog age. This thesis analyzes the spe- cific communication process of opinion leaders in the field of public opinion as well as their influence as the commu- nication subject. It further proposes that, in order to purify the network communication environment, it is necessary to perfect the legal system, improve the technology, strengthen the network agenda setting and enhance the public level of self-discipline and media literacy.