微博意见领袖的社会责任探析-以新浪微博为例.doc

【摘要】自20世纪40年代拉扎斯菲尔德等人正式提出意见领袖的概念以来，意见领袖在传播中的作用越来越受到人们的关注。随着微博这一新的传播形式的迅猛发展，微博意见领袖更是对网络公众舆论的形成和引导产生了巨大的影响力。微博意见领袖虽然在传播信息、设置议题等方面产生了积极影响，但也存在着传播虚假信息、发布偏激言论等方面的负面影响。网民们和意见领袖自身应充分了解到他们应承担的社会责任，通过提高意见领袖自身素质，构建网民、网站对意见领袖的监督机制，加强政府和意见领袖的沟通，制定严格的网络舆论法律法规等措施促使他们履行社会责任，更好的发挥出自己的作用。

【关键词】微博意见领袖；   社会责任；   新浪微博

【Abstract】Since Lazarsfeld et al formally proposed the concept of opinion leaders in the 1940s; more and more people have paid attention to the effect of opinion leaders in dissemination. With the rapid development of micro-blog, a new form of communication, the opinion leaders’ influence on the formation and guidance of the Internet public opinion is becoming more and more powerful. Although micro-blog opinion leaders have some positive impacts on disseminating information, setting issues and so on, they also have some negative impacts like disseminating false information, releasing extreme speech etc. Netizens and opinion leaders themselves should be aware of the social responsibilities they should bear. Take some measures to encourage opinion leaders to fulfill their social responsibilities and play their role better such as improving the quality of opinion leaders, building a mechanism for Internet users to supervise them, strengthening the communication between the government and opinion leaders and formulating strict laws and regulations of the network etc.

【Keywords】Micro-blog opinion leaders；   social responsibility；   sina micro-blog

　　伴随着微博等新媒体技术的进一步发展，微博意见领袖的舞台将会更加宽广。在不断提高意见领袖自身素质，构建网民、网站对意见领袖的监督机制，加强政府和意见领袖的沟通，制定严格的网络舆论法律法规这些努力之下，在不久的将来，微博意见领袖一定会更好的履行自己的社会责任，发挥他们的作用。