摘要
随着互联网成为人们获取信息的主要来源,网络意见领袖成为重要的意见群体。探讨网络意见领袖的研究热点对于把握传播理论的发展、推进相关研究具有重要意义。以收录在CSSCI或北大核心目录中的刊物为数据来源,选取28个高频词构建共词矩阵,对相异矩阵进行聚类分析,使用Gephi呈现关键词共现网络图,通过共词分析法发现国内网络意见领袖研究的五大热点,即网络意见领袖的特征和作用机制、网络意见领袖的识别、突发事件中的意见领袖、大学生意见领袖的引导和培养、消费意见领袖和营销传播,并根据研究现状提出未来可继续深入探索的方向。
With the Internet becoming the main source of information for people, online opinion leaders have become an important opinion groups. It is of great significance to explore the research hotspots of online opinion leaders for grasping the development of communication theory and promoting relevant research. The publications included in CSSCI or PUCPC(Peking University core periodical catalogue) were taken as the data sources. Specifically, 28 high-frequency words were selected to build a co-word matrix, then cluster analysis was performed on the dissimilarity matrix, and the keyword co-occurrence network structure was finally constructed by Gephi. Five hot spots in the study of domestic network opinion leaders were found through the co-word analysis method, that is, the characteristics and mechanism of online opinion leaders, the identification of online opinion leaders, online opinion leaders in emergencies, the guidance and training of college students’ opinion leaders, consumer opinion leaders and marketing communications. According to the current research situation, the future directions of further exploration are proposed.
作者
彭丽霞
PENG Lixia(School of Journalism and Communication,Minjiang University,Fuzhou 350108,China)
出处
《福建工程学院学报》
CAS
2022年第5期474-480,共7页
Journal of Fujian University of Technology
基金
福建省社会科学基金项目(FJ2021C060)
2021年度福建省中青年教师教育科研项目(JAS21258)
闽江学院2021年科研项目(MYS21016)。
关键词
网络意见领袖
研究热点
共词分析
online opinion leaders
research hotspots
co-word analysis
作者简介
彭丽霞(1988-),女,江西上饶人,讲师,博士,研究方向:健康传播、品牌传播。
