社群媒體中意見領袖對公共政策產生過程的影響：以微博「紅黃藍幼兒園事件」為例

The influence of opinion leaders on the process of public policy generation in social media-- Taking the Case of ''Red, Yellow and Blue'' Kindergarten on Microblog as an Example

本文以「北京紅黃藍幼兒園事件」為個案研究對象，透過二手資料考察微博上的公共事務意見領袖這一新群體的出現，及其對中國大陸當前公共政策議程設定的影響。微博意見領袖具有很強的表達訴求，往往會突破專業限制，在很多公共事件中形成互動；還有因為特殊的熱點事件而形成的「短暫意見領袖」。從其傳播模式來看，微博意見領袖兼具人際傳播與大眾傳播的雙重屬性，在傳播的過程中，微博意見領袖成為重要的話語權力中心，實現了「初級傳播＋二次傳播＋多次傳播」的傳播格局。本文研究的焦點置於微博意見領袖如何建構議題，分別從微博意見領袖與議題的關注度，微博意見領袖關於議題的博弈，以及微博意見領袖如何影響公共政策這三個方面著手，分析了微博意見領袖在議題潛伏期、臨近期、流傳期、關鍵期以及睡眠期的表現和作用。

This article takes public affairs opinion leaders on Weibo as the research object, and examines the emergence of this new group and its influence on the setting of the current public policy agenda in mainland China. Weibo opinion leaders have strong expressions of appeal, often breaking through professional restrictions, forming interactions in many public events, and“short-term opinion leaders”formed due to special hot events. From the perspective of its dissemination model, Weibo opinion leaders have dual attributes of interpersonal communication and mass communication.
In this paper, through the way of online participatory observation, this article has carried on the screenshots to related microblog, through the microblogging opinion leaders of selected samples during observation period of the post analysis, found that microblogging opinion leaders’attention to the issue is a multi-angle, involving many aspects of related issues. Microblogging opinion leaders in research how to construct the issues, the article separately from the microblogging opinion leaders and issue the attention, the microblogging opinion leaders about the issue of the game, as well as the microblogging opinion leaders how to influence the three aspects of public policy, combined with the specific case, red yellow blue kindergarten events, analyzes the microblogging opinion leaders on issues the incubation period, near period, circulating period, critical period and stage performance and function.