网络意见领袖的形成及其治理

网络意见领袖是伴随互联网的产生而出现的一种新的社会个体或群体。网络虚拟社区的形成、民意表达机制的缺乏和网民多元化的需要是网络意见领袖产生的重要条件。网络意见领袖既可以成为沟通的纽带，化解负面信息带来的危机，也可以成为沟通的障碍，制造新的危机。因此，网络管理部门要加强对网络意见领袖的管理和监督，引导网络意见领袖在和谐的网络环境建设中发挥积极作用。

A Research on Formation and Governance of Network Opinion Leaders

Network opinion leader is a kind of new social individuals or groups which are accompanied by the generation of Internet. Formation of virtual communities, the lack of mechanisms for public expression and diverse needs of Internet users form the most important condition that network opinion leader occurred. Network opinion leaders can either become communication link resolving the crisis brought by negative information, or become barriers of communication, making rumors and crisis. Thus, network management departments should strengthen the management and supervision of network opinion leaders, and guide the network opinion leaders to play an active role in the construction of harmonious network environment.