我国农村信息传播中意见领袖现象分析

意见领袖现象在我国农村信息传播中广泛存在,并对农村传播具有重要的推动促进作用。在新型工农城乡关系的背景下,为更好地发挥农村传播中意见领袖的作用,该文对我国农村传播中意见领袖的类型、传播方式、传播内容及传播对象进行了研究分析。结果表明:我国农村传播中意见领袖存在新兴意见领袖与既有意见领袖博弈、对新媒介适应性不强、传播内容真实性受到质疑、不能有效满足传播对象需求等问题,并提出了规范农村经纪人的意见领袖行为、发挥大学生村官意见领袖作用、形成多元化的农村意见领袖团体等建议。

Analysis on Opinion Leaders Phenomenon in Our Countryside Information Spreading

Opinion leaders phenomenon is widespread existence in rural information spreading,and plays an important role in promoting. Under the background of building new urban and rural relationship of workers and peasants,in order to play the role of opinion leaders better, the types of opinion leader the dissemination way, content and object were analyzed. And the existing problems of information transmission in rural were found, there was confrontation between previous opinion leaders and emerging opinion leaders, the ability to adapt the new media was not strong, the authenticity of delivering content had been questioned, the demand of transmitted object could not be met and so on. Then the suggestions were put forward,behavior of rural agent need to be standardized, college village cadres should play a role in information spreading, a diversified group of rural opinion leaders should be formed.