高校网络舆论领袖特征分析及其引导策略--以北大未名BBS为例*

摘要

Opinionleadersgaininfluenceandpopularitymainlythroughtheirexpertiseandtheirfre-quentinteractionwiththepublic.Themoreprofessionalthetopicis,themoretheseleadersrelyon theirprofessionalknowledgetodrawfollowers.Collegesanduniversitiesshouldtrytogaintheinitia-tivebytrainingopinionleaders,increasingcommunicationandprovidingbetterservice;theyshould makeanalyticalinvestigationofonlinepublicopinionandprovidepositiveguidingtoopinionleadersso theycaninturnpositivelyguidetheonlinepublic.%　　舆论领袖主要是通过自身的专业知识和频繁的互动获得舆论的高位，而在专业性较强的话题中，舆论领袖更多地依靠自己的专业知识来获得跟随者的赞同，引导意见流向。应通过主动培养，加强沟通和服务，开展网络舆情的分析研究积极引导舆论领袖进而引导网络舆论。