传播学视域下民族文化传承发展新策略-“舆论领袖”的桥梁纽带作用

THE NEW STRATEGIES FOR THE INHERITANCE AND DEVELOPMENT OF NATIONAL CULTURE FROM THE PERSPECTIVE OF COMMUNICATION ——The Role of‘Opinion Leaders' as A Bridge Link

舆论领袖,是保罗·拉扎斯菲尔德(Paul Lazarsfeld)在其著名的两级传播理论中提出的一个非常重要的概念。把这一概念借用到民族文化的研究中,我们发现它给关于民族文化的传承发展问题带来了一些新的思考和路径,舆论领袖们在文化传播活动中能够使民族文化更准确清晰地被外部受众所认知和接受,是民族文化传承发展的桥梁和纽带,对民族文化的广泛深入的传播和发展具有极其重要的现实意义。

＇Opinion leader＇ is a very important concept raised by Paul Lazarsfeld in his famous two - stage transmission theory. Applying this concept to the study of national culture, we find that it provides a new thinking about the inheritance and development of national culture. Opinion leaders make the national culture known and accepted by the external public receivers more accurately and clearly in activities of cultur al transmission. They become a bridge and a link in inheritance and development of national culture, playing significant roles in the wide -ranging and deep -going transmission and development of national culture.