自20世纪40年代“意见领袖”概念被提出以来,意见领袖在传播中的作用越来越受到重视。意见领袖是指在人际传播网络中经常为他人提供信息,同时对他人施加影响的“活跃分子”。纷繁复杂的传播环境中,意见领袖发挥了怎样的作用?大众传播通过意见领袖影响社会大众拉扎斯菲尔德等人在《人民的选择》一书中提出,大众传播并不是直接“流”向一般受众,而是要经过意见领袖这个中间环节,即“大众传播——意见领袖——一般受众”。意见领 Since the concept of “opinion leader” was proposed in the 1940s, the role of opinion leaders in the dissemination has drawn more and more attention. Opinion leaders refer to “activists” who regularly provide information to others in a network of people and influence others. In the complicated communication environment, what role do opinion leaders play? Mass communication influences the public through opinion leaders Lazarsfeld and others put forward in the book “The People’s Choice” that mass communication is not direct “flow” To the general audience, but to go through the middle of the opinion leaders, “mass communication - opinion leaders - the general audience ”. Opinion collar