近两年来,随着社会信息化进程的加速,微博在中国快速地发展和普及,越来越多的“意见领袖”开始介入舆情热点事件,并发挥着日益重要的作用。然而,微博“意见领袖”自律问题依然突出:发布、传播不实信息甚至谣言,扰乱社会秩序;利用普遍的不满和怨恨,故意制造负面情绪和消极心态;滥 In recent two years, with the acceleration of social informationization process and the rapid development and popularization of Weibo in China, more and more “opinion leaders” have begun to intervene in hot issues of public opinion and play an increasingly important role. However, the issue of self-discipline of Weibo “opinion leaders ” still stands out: releasing and spreading false information and even rumors and disrupting social order; making use of popular discontent and resentment to deliberately create negative emotions and negative attitudes;