微博草根意见领袖影响力的生成机制——以“昆明3.1事件”为例

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1、摘要摘要2014年3月1日发生的昆明事件，使微博的热议度直线上升，其中出现的微博草根意见领袖在事件的传播过程中起了关键性的作用。微博草根意见领袖作为微博平台的重要组成力量，在突发事件发生时，以其高活跃度、高质量的内容、朴实平凡的写作语言等，获得了受众的广泛关注。本文主要从微博草根意见领袖的分类、特点、影响力的现状和生成机制等方面进行了分析，重点是对微博草根意见领袖影响力的生成机制的研究。通过层次分析法和SPSS相关软件等，识别出“昆明3.1事件”中的19位微博草根意见领袖，并从传播力、覆盖度、活跃度三个方面，对其影响力进行了分析。从传播主体、传播内容、

2、传播渠道、传播对象等方面，研究了微博草根意见领袖影响力的生成机制，以此丰富学术界对微博草根意见领袖的研究，引起对微博草根意见领袖的重视。关键词微博草根意见领袖影响力生成机制昆明3.1事件IAbstractAbstractTheKunmingeventsthattookplaceonMarch1,2014makethehotdegreesofweibohassoared，Includingtheemergenceofweibograssrootsopinionleadersintheeventoftransmissionplaysakeyroleinth

3、eprocess.Theweibograssrootsopinionleadersastheimportantpartintheweiboplatform,gettheaudience’sattentionfromthehighactivity,highqualitycontentandtheplainordinarywritinglanguage.Thisarticlemainlyfromtheclassificationandcharacteristics,theinfluenceofthestatusquoandgeneratingmechani

4、smandsoontoanalysisthegrassrootsopinionleaders.Toidentifytheweibograssrootsopinionleadersinthe“Kunming3.1incident”throughtheanalytichierarchyprocess(ahp)andSPSSsoftware,andfound19weibograssrootsopinionleaders,andanalyzesitsinfluence.Accordingtolars,putforwardthefiveelementsofcom

5、municationprocess,fromthemainbody,content,channels,objects,analyzedtheweibograssrootsmechanismoftheinfluenceofopinionleaders.Hopethatthroughthisanalysis,richweibograssrootsopinionleaderofresearch,makeweibograssrootsopinionleaderstogetmoreattention.Keyword:weibograssrootsopinionl

6、eadersinfluencegenerationmechanismII目录目录绪论·····································································································································1第1章微博草根意见领袖的分类及特点···········································································51.1微博草根意见领

7、袖的界定························································································51.2微博草根意见领袖的分类························································································61.3微博草根意见领袖的特点·····································································

8、···················71.3.1稳定型微博草根意见领袖的特点········