论社会公共事件中微博意见领袖的舆论引导

The Opinion Guidance Efficiency of Micro-blog Opinion Leaders on Public Events

微博意见领袖在社会公共事件的传播过程中起着重要作用。他们针对事件进展发表言论,其观点往往能推动网络的议题讨论和改变现实中的舆论走向,以至于影响事件传播的广度和深度。文章从分解微博意见领袖的舆论引导过程出发,探讨他们在舆论演变不同阶段所起的作用,并结合相关事件就其所隐藏的话语权力和媒介秩序问题进行了理性分析,以期能对微博意见领袖的舆论引导有所借鉴和参考。

Micro-blog opinion leaders are playing an important role in the spreading of many public events. Their focuses and opinions generally advocate the online discussion and affect the width and depth of event spreading. By analyzing the process of micro-blog opinion leaders~ guiding public opinion, this paper ex- plores their roles on different stages in the evolution of public opinions. Combined with the relative events, the discourse power and media order are also discussed, and some suggestions are put forward on guiding and managing the micro-blog opinion leaders~ discourse.