意见领袖在舆论战中的功能及其运用

The role of opinion leader in the public opinion war and its application

作为对传播效果有着重要影响的中间环节,意见领袖在舆论战中具有举足轻重的作用。随着互联网技术的飞速发展和信息社会的持续推进,意见领袖在构成和特点上发生了一系列变化,其发挥作用的方式不断增多,作用范围和影响速度也不断扩大和加快。在舆论战中,有效地运用意见领袖的力量,能够更好地为争取主动和军事胜利营造有利的舆论环境。本文分析了意见领袖的特征和功能,并就舆论战中意见领袖的培养以及如何发挥意见领袖重要作用进行了探讨。

As an intermediate link that has a significant influence on communication effects, opinion leader plays a decisive role in public opinion war. Following the rapid growth of internet technology and the constant progress in information society, opinion leader undergoes a series of changes in compositions and characteristics, such as the growing increase in the ways whereby opinion leader plays a role, the continuous expansion of influencing scope, and the constant rise in influencing speed. In public opinion war, the effective application of opinion leader＇s power can foster a favorable public opinion environment that can help to strive for initiative and military victory in a better way. In this paper, an analysis is performed on the characteristics and functions of opinion leader, and besides, the cultivation of opinion leader in public opinion war as well as how to bring into play the signifi cant role of opinion leader is also explored.