网络意见领袖:一个基于国内文献的述评

Network Opinion Leaders: A Domestic Literature Review

互联网改变了人们的生活方式,网络意见领袖群体迅速崛起,国内对其进行研究的文献也呈现出逐年增长的趋势。基于国内现有对网络意见领袖的研究成果,本文力图辨析这些理论和实践问题,借以提出若干研究趋势展望。当前,国内网络意见领袖研究多在理论层面,迫切需要建构科学可行的网络意见领袖影响力指标体系;草根成为意见领袖已是必然的趋势;对网络意见领袖道德层面、价值观层面等的研究仍需进一步提炼。

The internet has changed people＇ s way of life, with the rapid development of the network opinion leaders groups and the domestic study on its literature also showed a tendency of increase year by year. This paper was based on the domestic theoretical studies of network opinion leaders, trying to discriminate these theoretical and practical issues and put forward a number of research outlooks. The article pointed out that most of the domestic studies of network opinion leaders in the theoretical level. We need to establish scientific and feasible network opinion leaders influence index system urgently; grassroots becoming the opinion leader is an inevitable trend; the research on network opinion leaders＇ moral values needs further refinement.