“意见领袖”是拉扎斯菲尔德在传播理论中提出来的一个非常重要的概念,本文通过对口语、文字、印刷和电子四种不同媒介形态下“意见领袖”的分析,概括总结出了不同媒介时代“意见领袖”的实质变化,为扮演好“意见领袖”这一特殊角色和发挥其积极作用提供了一条思考的途径。 “Opinion leader ” is a very important concept that Lazarsfeld puts forward in the theory of communication. Through the analysis of “opinion leaders” in four different media forms of spoken, written, printed and electronic Summarizes the substantive changes of “opinion leaders” in different media age and provides a way of thinking for playing a special role of “opinion leader” and giving play to its positive role.