The Construction Of The Social Responsibility Evaluation System For Network Opinion Leaders

In recent years,with the popularization of the Internet and the transformation of social communication,the cyberspace has gradually become a new environment for people to communicate and communicate.Technological innovation brings the fission of information dissemination and strong influence.As the key node of information dissemination,opinion leaders in the network display their own attraction and discourse power in the fields they are good at,and play a huge role in the links of public opinion guidance,culture and education.However,due to weak legal and moral awareness and blind pursuit of maximization of interests,some opinion leaders on the Internet frequently suffer from false news,racial conflicts,violence and pornography,which affect people's lives and social stability.In order to promote the harmonious and healthy development of cyber society,the party and the government have put forward the idea of cyber governance and strong supervision of speech and behavior in cyberspace.Among them,it is necessary to implement and evaluate the social responsibility of opinion leaders.This study strives to build a scientific and reasonable evaluation system to make a scientific and comprehensive evaluation of the social responsibility performance of network opinion leaders,so as to guide the network opinion leaders to improve their awareness of social responsibility performance and give full play to their positive role in the network.At the same time,it also provides some governance ideas for relevant regulatory departments.However,the concept and classification of network opinion leaders have not taken shape,and the specific connotation of their social responsibility will change with the change of technology and communication mode.At present,no experts and scholars have made relatively comprehensive explanations for this,and most researches on the social responsibility of network opinion leaders are in qualitative research.Although some experts and scholars have conducted relatively in-depth exploration on the social responsibility and evaluation system of new media or online media from various perspectives,the evaluation system mentioned above is not fully applicable to this study due to the differences of network opinion leaders in their own characteristics and communication modes.For comprehensive,objective,as far as possible to formulate scientifically and build network opinion leaders social responsibility evaluation system,this study first by applying the method of literature review,social responsibility of the media,new media social responsibility and the concept of network opinion leaders and sorted out the related research contents of social responsibility,the new media social responsibility evaluation system to guide the network opinion leaders of social responsibility and evaluation research,summarizes the network opinion leaders in the process of building social responsibility evaluation system can draw lessons from the content and method,at the same time also to help with the index selection of paper analyzes the concept and theory;Secondly,it analyzes the communication mechanism and influence of network opinion leaders,discusses the characteristics of network opinion leaders in the communication process,and facilitates the selection of indicators in the preliminary system.Next by content analysis and evaluation system of key element method analysis to confirm the main dimensions,and the index system in the literature,preliminary build network opinion leaders specific indicators of social responsibility evaluation system,then discussed by experts and suggested that early repair of the evaluation system of indicators,using the grey statistics method of index selection,using the analytic hierarchy process(AHP)to determine index weight and build evaluation system and grading standards;Finally,the evaluation system is evaluated empirically.The study of network opinion leaders define the concept of the social responsibility,analyzes and sums up the network opinion leaders to spread mechanism and its influence,build the network opinion leaders social responsibility evaluation system,and from the information production,professional ethics,public opinion guide moral,culture,education and law put forward five levels improve social responsibility consciousness opinion leaders.