【作者】 杨学丽；

【导师】 余红；

【作者基本信息】 华中科技大学 ， 传播学， 2010， 硕士

【摘要】 随着网络社区的用户数量的增加和用户黏性的增大,网络社区已经不仅仅是只有娱乐功能的网络应用,其对社会舆论的形成和公民政治参与的作用也越来越大。论坛中的意见领袖对网络舆论的形成和引导起着至关重要的作用。大学生是网民群体中最活跃的分子,他们的政治参与度高,社会责任感强,对网络事件的关注密切,并且积极参与公共事务的讨论当中。大学生网络意见领袖群体是网络中所有意见领袖群体的一个重要组成部分,其网络媒介素养的程度是本文关注的重点。本文运用问卷调查法、访谈法和文献分析法相结合的方式,对比我国大学生网络意见领袖与非意见领袖在网络媒介素养各个方面的特征。以问卷调查获得的数据为主,辅以访谈获得的资料进行分析,并且利用已有理论对测量的结果进行解读。在意见领袖的测量方法上,本文选择自我报告法,用影响力和信息寻求力两个维度作为区分指标,将大学生网民分为网络意见领袖与非意见领袖两类群体。再从参与的网络社区类型、网络社区的参与度、网络社区的评价、网络社区的信息处理能力、网络知识掌握程度、媒介接触习惯、网络社区参与功效意识及公共事务参与意向八个方面对比样本中大学生网络意见领袖和非意见领袖的特征差异。本文还采用独立样本t检验的方法对大学生网民总体中的两类群体进行差异检验。研究发现:1)大学生们在SNS社区中更容易成为网络意见领袖,而在天涯、猫扑等综合性社区中则多数充当非意见领袖的角色。2)与非意见领袖相比,意见领袖的网络社区参与度更高,对网络社区的知识教导功能评价更好。3)意见领袖会比非意见领袖更加积极的核实网络社区中信息的真实性。4)尽管网络意见领袖群体比非意见领袖群体对网络媒介的接触程度更高,但是两者在网络知识的掌握程度上并没有显著性差异。5)值得注意的是,网络意见领袖类的大学生比非意见领袖类的大学生更加关注时政、民生等事务,且参与意向更高。更多还原

【Abstract】 As the number of online community users and the user viscosity increasing, the online community can not be seen just as a kind of entertainment applications, it also leads to the formation of public opinion, as well as the citizens’ participation in political affairs. Online opinion leaders play significant roles in the formation and guidance of public opinion. Among all the internet users, college students are the most active ones. They have strong commitment to the society, actively participate in public affairs, pay close attention to current events, and take active parts in public affairs’discussion as well. As a result of this, it is necessary to carry a study on the college student opinion leaders of the online community. The research focuses on the network literacy of college student opinion leaders.The author compared all the aspects of network literacy between opinion leaders with un-opinion leaders of Chinese college students in online community, mainly used questionnaire survey to obtain data, supplemented by interview and literature research for further explanation.Self-designating techniques was adopted to filterd out college students opinion leaders in online community, basing on the criterions of their influence and opinion seeking level. On the basis of classification, the author compared the differences of the network literacy of two groups, including the typy of internet communities they participate, the participation level of internet communitiy, the evaluation of online community, the information processing of online community, the internet knowledge, media exposure habits, online community efficacy and online public affairs participation. The Independent-Sample T Test was also used to analysis all the scores of the two groups.The research results go as following:a) College students are more active in the SNS networks (such as renren.com) than in the anonymous forum(such as tianya.cn and mop.com), and there are more opinion leaders in SNS networks, while more un-opinion leaders in anonymous forum.b) Opinion leaders evaluate higher of online community than un-opinion leaders, and learn more knowledge from it in addition.c) Both of opinion leaders and un-opinion leaders show high level of information processing ability, while opinion leaders are more proactive in verifying information.d) Compared to un-opinion leaders, opinion leaders expose to web media more frequently. However, the two groups do not show any significant differences in the master degree of internet knowledge. e) There is still one point to be noticed that, opinion leaders appear more concerned with public affairs and act more proactively on them in online community than un-opinion leaders.更多还原