大学生网络意见领袖行为特征及影响分析

Analysis on the Character and Effect of Network Opinion Leaders among College Students

网络已经成为公民社会生活的重要组成部分,也成为大学生生活的重要组成部分。部分大学生利用网络这一平台充分展示自己的才能,主导公共话语和公共舆论,成为大学生网络意见领袖。他们行为的产生来自于人际交往的需要、情感释放的需要、自我实现的需要等因素。其行为不同于其他网络意见领袖,也不同于传统的意见领袖,它们行为动机的利益性驱使比较弱,行为主客体的平等性比较彻底,行为的被质疑性比较突出,行为传播的群体性比较明显,行为主体的隐匿性的比较有限。因此,要充分发挥大学生网络意见领袖行为的正向影响,利用他们的行为示范,舆论引导和教育借力,避免行为的负向影响分析,促进大学生思想政治教育的有效性和实效性。

Internet has become an important part of our social life, especially for college students. Some college students show their talent on the net, manage the public discourse and opinion, and become network opinion leaders. Their behaviors come from factors such as interpersonal needs, emotional release need, and the needs of self-actualization. Compared to other network opinion leaders and traditional opinion leaders, college student network opinion leaders have a weaker profit tender, and show thorough equality between object and subject. As an obvious communication group, their behaviors sustain more prominent question, while the behavior facility identity secretiveness coexist. As mentioned above, we need to utilize the objective effect of college student opinion leaders, take advantage of their behavior demonstration, public opinion guide and education help, to avoid the negative effect and improve the effectiveness of university ideological and political education.