|
|
|
| The Invisible Opinion Leader：A Study of the Characteristics of Network Opinion Leaders in Colleges and Universities |
| SHANG Junjie1, SUN Yecheng2 |
| 1. Graduate School of Education, Peking University, Beijing 100871；2. News Center, Beihang University, Beijing 100191, China |
|
|
|
|
Abstract The present article makes an empirical study of the characteristics of the network opinion leaders in colleges and universities by means of questionnaire survey, case study and interview. The result shows that being textual, implicit, dynamic and mixed, the opinion leaders are invisible, which offers both challenge and opportunity for the network opinion management in colleges and universities. The measures to manage network opinions may include communicating with the opinion leader on an equal footing, strengthening service construction, introducing crisis management, deleting and banning extreme opinions and ID and easing the emotions by laying emphasis on the role of official notices.
|
|
|
|
|
|
|
|
|
2014, Vol. 8 
