| General Secretary Xi Jinping made a clear statement of the 19 th National Congress of the Communist Party of China that we should adhere to the socialist core values system and continuously strengthen the leading right and speech right in the field of ideology.At present,the struggle in the field of ideology has been complicated.Western countries have implemented cyber hegemony,intensified their infiltration in the field of cyber ideology.Facing with the new situation and new condition,how to take up ideological work and to play the positive leading role of online opinion leaders is the focus of this study.This thesis takes Hua Qianfang and Zhou Xiaoping,two online opinion leaders of Sina Weibo as the research object and summarizes their successful experiences and shortcomings as well as provides useful references for the online red opinion leader cultivation mechanism by analyzing the daily operation of Hua Qianfang's and Zhou Xiaoping's Weibo and their hottest 60 microblogs.The research process is divided into four parts.The first part deals with the definition of online red opinion leader.First of all,it introduces the basic theory of opinion leader from the related expositions of Marxist classic writers and Western scholars.Secondly,it analyzes the concept,characteristics,functions,classification and mode of action of online opinion leaders.Finally,based on the analysis of opinion leaders and online opinion leaders,it defines the concept and characteristics of online red opinion leader.The second part discusses the necessity and urgency of cultivating the online red opinion leaders.It shows the imperative to cultivate the red online opinion leaders by elaborating mainly from 3 levels: the threats and challenges in ideological security we are facing now in our country,the inevitable choice of expanding the “red zone” of the network and the ideological and political education must proceed towards network.The third part is the case analysis of online opinion leaders and its enlightenment.Taking Hua Qianfang's and Zhou Xiaoping's Sina Weibo as examples,the thesis conducts a double dimension survey by GSDATA based on daily microblog operation and the hottest 60 microblogs.After analysis,it deducts the successful experience of the two opinion leaders in values,publishing mode,publishing form,publishing content and publishing way,etc.which will become an important enlightenment for cultivating the online red opinion leaders.The fourth part puts forward the cultivation mechanism of online red opinion leaders.First,through the definition of basic principles such as cultivation principles,cultivation goals,and cultivation of candidates.Then a set of logically related principles should be established based on cultivating principles which are the guidance mechanism,the incentive mechanism,the governance mechanism and the evaluation mechanism respectively,so as to comprehensively establish a scientific and operable online red opinion leader cultivation mechanism. |
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