“意见领袖”新探  

A New Probe into "the Public Opinion Leader

作　　者：宋海燕[1,2,3] 

机构地区：[1]辽宁电视台 [2]受众 [3]"意见领袖"

出　　处：《沈阳师范大学学报（社会科学版）》2003年第4期45-47,共3页Journal of Shenyang Normal University(Social Science Edition)

摘　　要：20世纪40年代,美国哥伦比亚大学的传播学者保罗·拉扎斯费尔德提出了"意见领袖"的概念,他认为:对于媒介所播的信息和观点,有部分受众会积极接受,并加以再传播,这些人即为"意见领袖";而另一部分人则主要依靠与这些"意见领袖"的接触来指导自己的行动。今天重新起用"意见领袖"这一概念,旨在论析媒体能够反映、影响、组织社会舆论,以取得社会思潮与情绪的统一化,使社会公众遵循既定的社会规范与社会目标,从而真正实现新闻传播引导舆论的社会职能。In the 1940s, Paul Lazarusfield, a communication scholar of Columbia University put forward the concept of 'the public opinion leader.' He thought that some of the audience would actively accept the information and idea broadcasted by the media and respread them. The people who divulge such information were called 'the public opinion leader.' This concept is brought into light again so as to realize the mass media's social function of influencing and leading the public opinion.

关 键 词：新闻传播 受众 “意见领袖” 舆论 社会职能 

分 类 号：G210[文化科学—新闻学]