The Construction And Experimental Research On The Evaluation System Of Opinion Leader Communication Power

Since the introduction of "communication power" into the domestic journalism and communication circles,it has long been regarded as a subsidiary concept of media organizations.However,with the development of we media platforms,the research on communication power,which mainly focuses on social organizations or individuals,has gradually become a new focus of academic circles.The research on the power of communication should conform to the development and changes of The Times,expand the scope of research subjects,and explore new research methods and paths.This paper will take the opinion leaders to spread network catchword "Local Flavor Love Speech" as an example,to explore the opinion leaders involved in the propagation force of various elements of the evaluation system,constructing opinion leaders to spread and apply the indexes "Local Flavor Love Speech" opinion leader propagation force evaluation of empirical research,summarizes the opinion leaders are important factors to promote the propagation force and degree,hopes to opinion leaders and public figures to raise their be used for reference in the propagation force.This paper is divided into six chapters.The first chapter is the introduction,which mainly introduces the background,significance,literature review,research methods and the structure of this paper.The second chapter analyzes the important concepts involved in this paper and introduces the theoretical sources of the communication power of opinion leaders,as well as the main dimensions and preliminary ideas of the evaluation mechanism.The third chapter discusses the design thinking and theoretical basis of the propagation ability index of opinion leaders and determines the evaluation index of the propagation ability of "Local Flavor Love Speech" of opinion leaders.The fourth chapter calculates the subjective weight obtained from the expert scoring and the objective weight obtained from the public questionnaire and combines the two to obtain the comprehensive weight of the "Local Flavor Love Speech" evaluation system of the opinion leaders communication power.The fifth chapter makes an empirical analysis on the index system of propagation power of opinion leaders with " Local Flavor Love Speech".The sixth chapter will carry on the final discussion and the analysis to this research result.The main findings of this study are as follows: first,the evaluation system of the propagation power of "Local Flavor Love Speech" opinion leaders include three main dimensions: the image-building power of opinion leaders,the propagation ability of opinion leaders,and the propagation effect of opinion leaders.Secondly,there are 7first-level indicators and 16 second-level indicators in the three main dimensions mentioned above.In a comprehensive sense,the interestingness,understandability and personality charm of "Local Flavor Love Speech" are particularly important in the evaluation of the propagation power of "Local Flavor Love Speech" opinion leaders.