摘要
在综合采用了问卷调查、案例分析和访谈三种方法的基础上,对高校网络舆论领袖的特征进行了深入的实证分析,研究结果显示,高校网络舆论领袖是"看不见的",具有"文本"、"隐性"、"动态"和"混合"的特点,这对高校网络舆论管理工作既是挑战,也是机遇。在此基础上提出了网络舆论管理的对策:与舆论领袖平等沟通,加强服务建设;危机管理,删除和封禁过激言论和ID;重视官方通知的作用,安抚情绪。
The present article makes an empirical study of the characteristics of the network opinion leaders in colleges and universities by means of questionnaire survey,case study and interview.The result shows that being textual,implicit,dynamic and mixed,the opinion leaders are invisible',which offers both challenge and opportunity for the network opinion management in colleges and universities.The measures to manage network opinions may include communicating with the opinion leader on an equal footing,strengthening service construction,introducing crisis management,deleting and banning extreme opinions and ID and easing the emotions by laying emphasis on the role of official notices.
出处
《高校教育管理》
CSSCI
2014年第5期47-53,共7页
Journal of Higher Education Management
基金
北京市教育科学"十一五"规划青年专项课题(CJA10242)
关键词
高校
舆论领袖
网络舆论
college and university
opinion leader
network opinion
