Research On The Formation Mechanism And Function Of Self Media Opinion Leaders In College Students

The fast development of network self media has gradually and deeply influenced the lifestyle and study of college students and become a new way of life. The opinion leaders of self-media space appear by their personal quality. They gain reputation of college students and have a huge influence on them. However, self media is a double-edged sword. The opinion leaders, limited by their age and experience, are not mature enough and easily spread harmful information. Therefore, research on the mechanism and function of college student opinion leader of self media is significant to expand the area and horizon of ideological and political education of college students, to enrich the theory and practice of ideological and political education. This thesis is focused on the opinion leader of self media.The first chapter mainly includes the background, significance, research status,concept definition, theory basis, content and methods of this research.The second chapter analyzed the usage of college students on self media and their views on opinion leaders, as well as the positive and negative influence of self media on college student, and the chance and challenge to ideological and political education.The third chapter mainly analyzed the mechanism and function of opinion leader of self media, the subjective and objective factors in the formation, the interactive relation and spiral process of the opinion leader and audiences, the type and characteristics of opinion leader, and the dialectic analysis with ideological and political education.The last chapter is the application strategy, including the quality enhancement of college staff of ideological and political education, media literacy education on students,mechanism of promotion the function of opinion leaders and the principle and measures of the application of opinion leaders on this basis.The opinion leaders on one hand belong to college students, on the other hand have their own features. With the development of internet, this group will be enlarged and the functions will be expanded. Further research is needed on the development and function of opinion leaders.