“网络意见领袖人”与“网络意见领袖帖”的概念及内涵分析  

Analysis of Concept and Connotation of "Network Opinion Leader" and "Network Opinion Leader Post"

作　　者：祝阳[1] 张汝立[1] 

机构地区：[1]北京师范大学中国社会管理研究院,北京100875

出　　处：《情报杂志》2016年第6期70-74,143,共6页Journal of Intelligence

基　　金：北京市社会科学基金项目"突发性公共事件中网络的放大效应研究"(编号:15SHB022)的研究成果之一;北京市教工委首都大学生思政教育一般项目"基于微信平台的正能量的传导机制研究"(编号:BJSZ2015YB12)的研究成果之一

摘　　要：[目的/意义]"网络意见领袖"引领了网络空间中的公共舆论:一类是基于对发表言论的个体的身份属性的认同,对言论进行重构;一类是基于对言论本身的认同,不考虑发表言论者的身份。关于"网络意见领袖"的概念界定存在混淆,本研究旨在从"网络意见领袖人"与"网络意见领袖帖"两个层面,深入探讨"网络意见领袖"的概念与内涵。[方法/过程]对"网络意见领袖人"的概念进行界定,并探讨它对网络言论产生的影响及其产生的社会影响力;对"网络意见领袖帖"的概念进行界定,思考它产生的进步意义。在对两者进行区分的基础上,思考两个概念间的模糊性、融合及转化。[结果/结论]"网络意见领袖人"与"网络意见领袖帖"各有利弊,需要区别对待,合理运用它们引领公共舆论。[Purpose/Significance] Internet opinion leaders lead the public opinion in cyberspace in two ways：one of them is to recon-struct the individualˊremarks based on his identity attributes, the other is based on the recognition of speech itself without regard to the i-dentity of speech provider. The concept of network opinion leaders is still unclear. This study is to distinguish opinion leader from opinion leader posts. [ Method/Process] It provides connotation and denotation about network opinion leaders, defines the concept of ＂opinion leader＂, and discusses his influence on the Internet public opinion and the social influence thereafter. It also makes clear the concept of＂network opinion leader post＂, and presents the positive significance of it. On the basis of the distinction analysis, the fuzzy nature, inte-gration and transformation of the two concepts are explored. [ Result/Conclusion] It is found that the ＂network opinion leader＂ and the＂network opinion leader post＂ have their own advantages and disadvantages respectively, requiring to be treated differently, and we should use them reasonably to guide public opinion more effectively.

关 键 词：意见领袖 网络意见领袖人 网络意见领袖帖 身份认同 网络舆论 

分 类 号：G206[文化科学—传播学]