信息素养视角下网络意见领袖传播效能评价研究

Research on evaluation of communication effectiveness of network opinion leader from the perspective of information literacy

论文在构建网络意见领袖信息素养的四维度模型基础上,提出了基于层次分析法的网络意见领袖传播效能评价方法。本论文通过建立网络意见领袖信息意识、信息知识、信息能力和信息道德等信息素养的四维度模型,即构建网络意见领袖传播效能评价指标体系;讨论了层次分析法判定矩阵构造、指标权值计算、一致性检验等。通过实证研究,根据网络舆情实际需要,将网络意见领袖传播效能分为特别关注级、关注级、普通级等3个等级。对于特别关注级的网络意见领袖,及时关注其动态,对其进行正面引导,让其主动担负起净化网络空间、弘扬社会主义先进文化、传播正能量的重任。

On the basis of constructing a four-dimensional model of information literacy of the network opinion leader,this paper proposes an evaluation method of communication effectiveness of the network opinion leader based on analytic hierarchy process(AHP).Firstly,the paper establishes a four-dimensional information literacy model of information awareness,information knowledge,information ability and information ethics of the network opinion leader,i.e.,the evaluation index system of communication effectiveness of the network opinion leader.Then the construction of AHP decision matrix,the calculation of index weight and the consistency test are discussed.Through empirical research,the communication effectiveness of the network opinion leader is divided into three levels:special attention level,attention level and ordinary level.For the network opinion leader with special attention level,timely attention should be paid to their trends and positive guidance should be given,so that they can take the initiative to take the responsibility of purifying the network space,carrying forward the advanced socialist culture and spreading positive energy.