新媒体情境下舆论领袖在民意表达中的作用
—以罗永浩砸西门子冰箱为例
摘 要:
自20世纪40年代“舆论领袖”概念被提出以来,“舆论领袖”在传播中的作用越来越受到重视,伴随着互联网的普及而生的网络“舆论领袖”,更是对社会舆论的形成和引导造成了巨大影响。如今,随着微博、电子报纸等新媒体的迅速兴起、繁荣,不仅为“舆论领袖”提供了全新的活动平台,还以其自身的特殊性为 “舆论领袖”带来新的特点。具有这些新特点的 “舆论领袖”对舆论的影响力不容忽视,特别是在民意的诉求和表达方面起着举足轻重的作用,如何用好这把双刃剑是政府必须思考和面对问题。
关键词:
新媒体 舆论领袖 民意表达
The role of opinion leaders in the context of new media in the expression of public opinion
—-– Overheating smashing Siemens refrigerator
Abstract:
Since the nineteen forties” opinion leaders” concept is proposed ,” Opinion leaders” in the role of communication has been paid more and more attention,With the popularity of the Internet and the web” opinion leaders”,It is the social public opinion formation and guiding the impact。Nowadays, along with the micro-blog, electronic newspapers and new media ‘s rapid rise, prosperity,Not only for the” opinion leaders” provides a new platform,With its own particularity as “opinion leaders” brings new features。With these new characteristics of” opinion leader” of the force of public opinion can not be ignored,Especially in the opinion of the appeal and expression play a decisive role,How to make good use of this double-edged sword is the government must consider and face a problem。
Key words:
New media Opinion leaders Expression of public opinion
目 录
一、引言………………………………………………………………………………1
(一)选题意义……………………………………………………………………1
(二)研究现状……………………………………………………………………2
(三)研究思路和方法……………………………………………………………2
二、新媒体情境下舆论领袖的作用日益彰显………………………………………2
(一)新媒体情境下舆论领袖的新特点……………………………………………2
(二)舆论领袖的作用日益彰显…………………………………………………4
三、以罗永浩砸西门子冰箱为例—–舆论领袖是民意表达的一把双刃剑………5
(一)舆论领袖对民意表达的理性引导作用……………………………………5
(二)舆论领袖对民意表达的消极影响…………………………………………6
(三)变“堵”为“疏”,加强公众与政府互动………………………………7
四、建立、健全媒体言论规章制度,规范新媒体下舆论领袖的言行……………8
结论…………………………………………………………………………………10
参考文献……………………………………………………………………………12