意见领袖与网络舆情演化的案例研究

随着网络的不断发展和网络环境的不断完善，人们在网络的参与度也在不断提高。网络的新特性使得人们不再满足于基于传统传播方式的舆情参与，而是借助网络平台进行自主、自由的多向交流与互动，并主导舆情的生成和演化。与此同时，网络舆情中出现的意见领袖在网络舆情的发展过程中起着重要的作用，他们提出观点推出讨论热点，引导态度方向推动舆情发展，并有时导致群体极化现象的产生。66173

然而，在整个网络舆情的生成与演化过程中，并不是所有的行为都是规范和正确的。网络的言论自由性是一把双刃剑，既有提高网民参与积极性、加快讨论产生和社会问题解决等优点，也有恶意攻击、不当宣传、言论极端和不理智等弊端。因此，需要进行网络舆情生成的研究。

本文以“网络舆情”的相关理论和研究为理论基础，以新浪微博为研究平台，选取2013年3月起出现的H7N9疫情中“板蓝根”事件为案例，着重分析和研究了意见领袖对网络舆情的生成和演化的作用，得出结论并指出现在我国网络舆情环境的弊端，进而提出相关对策，希望能引发对正确引导网络舆情的思考。

关键词意见领袖；网络舆情；群体极化

毕业论文外文摘要

Title：Case Study on Opinion Leader And the Evolution of Network Public Opinion

Abstract:

With the extensive use of the Internet, people are more involved in the Internet. The new characters of the Internet make people discontented by the traditional way of involvement in public discussions, tend to use the Internet to do some multi-way communications and lead the generation and development of the public opinions. At the same time, opinion leaders play an important role in this development. They put forward new opinions and hot spots, orient the public attitude to develop the public opinion, and sometimes lead to group polarization.

However, not all the behaviors are standard or correct in this process. The freedom of comments and opinions is like a double-edged sword. It can not only enhance involvement and accelerate solving problems, but also create problems like hostile attack, inappropriate advertisement and extreme opinions. For this reason, it is necessary to do some researches about the generation and development of public opinions.

This article is based on the theories and former studies about network public opinions. We focus on data about “Radix Isatidis” in H7N9 epidemics happened in March, 2013, especially those data we collected from “weibo。com”. We also focus on studying the influences of different kinds of opinion leaders on public opinion development. We put forward the disadvantages of nowadays environment of public opinions based on our research, then recommend appropriate solutions. We hope that our research can lead more people to think about how to orient the public opinions to correct directions.

Keywords Opinion leader, Network Public opinion, Group polarization

1 绪论 1

1.1 研究背景 1

1.2 研究意义及方法 1

1.3 本文的内容结构 1

2 相关理论和研究现状 3

2.1 意见领袖及其研究现状 3

2.1.1 意见领袖的定义 3 意见领袖与网络舆情演化的案例研究:http://www.751com.cn/xinwen/lunwen_73977.html