A Study Of Leaders In Digital Media

Web2.0brought the first reform for the dissemination of information since the birth of internet. The era of web2.0which characterises in interacting has deepened the human-oriented ideology by the development of information technology. The original form, set up and the information-spreading rule have been changed by the swift arise of new media. The classical notions like "censor","opinion leader","agenda set-up" in traditional theory of mass-communication have been endowed with realistic meaning, the intensive nature and applied value are broadened to a certain extent under the current "comprehensive media" era. With the method of information science, using opinion leaders as an important hub of information-spreading, this article explores the rule of information current in mass-communication deeply. The position and function of social media platform such as micro-blog are explained theoretically with the conceptions of public opinion, opinion leaders.The research starts with the characters of new media and the communication rule brought by the digit technology. This article states the physical and communication characters of information-spreading platform emphasizing on micro-blog, and depicts the features of public opinions on micro-blog through categorizations and descriptions of opinion leaders. It explores further the public opinions and their formation atlas under the background that with participation of new media like micro-blog, in order to excavate the function in which opinion leaders play the role of "public opinions engine". It is discussed the value of opinion leaders in the formation of public opinions on the platform and the motive brought by the interactions among opinion leaders for the public opinions.This research emphasizes on the establishment of opinion leaders’ influence model. The special role opinion leaders played in the formation of public opinions, the path of influence dissemination and how the leading information arises are also discussed in the frame of micro-blog which is aggregator of social media by combing the classical opinion leaders theories on their origination and development. This research obtains the basic variants through further analysis on key factors in formation of opinion leaders, and set up the opinion leaders’influence model utilizing the methods of information technology and statistics. We also test and evaluate the model by cases.