当代青年研究
噹代青年研究
당대청년연구
Contemporary Youth Research
2013年
2期
5~11
,共null页
名微博 舆情 青年
名微博 輿情 青年
명미박 여정 청년
Celebrity Blog; Public Opinion; Youth; Influence
名微博具有"裂变式"的传播路径、"去层级"的互动交流、"导向性"的名人舆论场等特点。利用浙江微博平台展开的舆情调查,着重了解名微博的舆论领域、舆论关注度、舆情态度、重要关注点、影响人群结构、舆情触发及传播机制等情况。名微博舆情传播的"涵化效应"推动了青年参与社会舆论,名微博舆情导向的"集聚效应"引导青年扩宽人际圈,名微博言论植入的"微博营销"引导青年改变消费观念。因此,从政府、用户、运营商3个角度完善体制机制、制度保驾护航,加强微博引导,完善平台管理,从而规范对青年的影响。
名微博具有"裂變式"的傳播路徑、"去層級"的互動交流、"導嚮性"的名人輿論場等特點。利用浙江微博平檯展開的輿情調查,著重瞭解名微博的輿論領域、輿論關註度、輿情態度、重要關註點、影響人群結構、輿情觸髮及傳播機製等情況。名微博輿情傳播的"涵化效應"推動瞭青年參與社會輿論,名微博輿情導嚮的"集聚效應"引導青年擴寬人際圈,名微博言論植入的"微博營銷"引導青年改變消費觀唸。因此,從政府、用戶、運營商3箇角度完善體製機製、製度保駕護航,加彊微博引導,完善平檯管理,從而規範對青年的影響。
명미박구유"렬변식"적전파로경、"거층급"적호동교류、"도향성"적명인여론장등특점。이용절강미박평태전개적여정조사,착중료해명미박적여론영역、여론관주도、여정태도、중요관주점、영향인군결구、여정촉발급전파궤제등정황。명미박여정전파적"함화효응"추동료청년삼여사회여론,명미박여정도향적"집취효응"인도청년확관인제권,명미박언론식입적"미박영소"인도청년개변소비관념。인차,종정부、용호、운영상3개각도완선체제궤제、제도보가호항,가강미박인도,완선평태관리,종이규범대청년적영향。
Celebrity blog has the celebrity public opinion field characteristics of the "fission" propagation path, non hierarchy interaction and guidance. By a public opinion survey using the Zhejiang micro-blog platform, the paper focuses on understanding the celebrity blog's public opinion field, attention of public opinion, attitude of public opinion, important concerns, structure of affecting population, public opinion triggered and propagation mechanism etc. Acculturation effect of the spreading of celebrity blog promotes youth's participation in social media; cluster effect of the orientation of celebrity blog guides the youth to widen the circle; microblogging marketing of celebrity blog' s implanted speech guides the youth to change the concept of consumption. Therefore, we should improve the institutional mechanisms to strengthen the cultivation of micro-blog guidance, media literacy, improve the platform management and measures of government, users and operators. to improve the operation ability from three perspectives.