虚拟图书社群意见领袖的身份建构及培育研究

Identity Building and the Cultivation of Opinion Leaders in Virtual Book Community

文章重点研究虚拟图书社群意见领袖获得其身份和地位的方式。以成熟的图书社群百度贴吧"三体吧"为分析样本,通过网络民族志、观察法和深度访谈法阐明虚拟图书社群意见领袖建构其领袖身份的机制,厘清意见领袖身份建构的过程,并依此提出可操作的虚拟图书社群意见领袖培育对策。

This study will focus on how opinion leaders establish their identity and status in the virtual book community. Taking the mature book community "SanTiBa" as the analysis sample, this article expounds the mechanism of opinion leadership construction, clarifies the process of opinion Leaders’ identity construction, and puts forward some feasible countermeasures for opinion leaders’ cultivation by means of network ethnography, observation and in-depth interview.