自媒体时代意见领袖的自我把关策略研究

Research on the Self Check Strategy of Opinion Leaders in We-media Era

在互联网蓬勃发展的当下,自媒体基于互联网技术已经扎根于普通民众。在这个“人人皆为传播者”的时代,一些人在互联网上风靡起来,并逐渐成为新一代的舆论领袖,也被称为“意见领袖”。通过自媒体意见领袖可以直接或间接影响人们的思考方式和行为方式。也正因为其具有的影响力,使得他们必须承担相应的社会责任,这就要求意见领袖对自我进行把关和约束,以避免给社会带来不良影响。然而,在复杂多变的媒介环境中,意见领袖自我把关的能力有限,仅靠其个人意识进行自我把关是远远不够的。

With the rapid development of the Internet,we-media based on Internet technology has been rooted in the ordinary people’s life.In this era of everyone is a communicator,some people become popular on the Internet,and gradually become a new generation of opinion leaders,also known as Opinion Leaders.In the we-media,as opinion leaders,they can directly or indirectly influence people’s way of thinking and behavior.Because of their influence,they have to bear the corresponding social responsibility,which requires opinion leaders to check and restrain themselves,so as to avoid adverse effects on society.However,in the complex and changeable media environment,the ability of opinion leaders to check themselves is limited,and it is not enough to check themselves only by their personal consciousness.Based on this,how to conduct effective self-check for opinion leaders in the era of we-media is the core content of this paper.