| In 1940, professor lazarsfeld advanced "opinion leader" in his book. Opinion leaders usually refers to people who often provide information for others, who is active in the process of information spread, they provided information with their own judgement, and from which a lot of other persons were impacted. Information is usually released from the mass media, the opinion leaders get them firstly, then they disseminated the news to the audiences, which has been called "two-step-flow communication".Nowadays, internet is becoming more and more important in people's life, especially in the process of the information dissemination. With the characteristics of opening, interaction, anonymity and the newest communication model, network is now broadening the horizons of opinion leaders'researches and enriching the connontation of opinion leaders themselves.On novermber 27th,2009, Chinese Agricultural Ministry issued safety certificates to two kinds of transgenic rice and a corn.this is the first time in china to issue safety certificates to transgenic rice. As the commercaial cultivation and promotion of the staple food is related to all people's interests, so this matter caused great repercussions on the network and warm concerns from the users.The main disscussing points on the network focus on the safety, environment protection and the problem of hiden interests of the GMF. A strong public opinion against the transgenic technology was formed in the internet world.The main purpose of this research is to find the opinion leaders exist in the internet world when the infromation about the transgenic rice is disseminating, summarizing and exploring their characteristics,trying to find out the difference between new and traditional opinion leaders; then proving their influence and function in the process of the transgenic rice information disseminatiton in the internet, furthermore, trying to supply some strategies and recommendations on how to make opinion leaders functioning more in the internet in the dissemination of the public events.How to find a opinion leader is always a very different problem. In this paper, the author is trying to find the GMF opinion leaders in the internet world via analysing data about the articles visiting and reversing rate, and in what degree the articles impact the net-follower. After analysis on these points, the author found that GMF opinion leaders in the internet could be sum up as the following three kinds:famous experts who are opinion leaders in the real life, too; senior net-men of the BBS block of every website;forum moderators. They are different from the other net-men because they have special ablities, such as good at writing, always using the internet, having a lot of friends, and having certain authority, etc.In the process of the public events' dissemination via internet, every net-men has different ablities on dealing with the information, those who are good at that have chances to become into opinion leaders and play an important role in the process. Through making hot points, spreading effective information about events, opinion leaders direct the voice of the network. Mutual acting with the traditional media, they could spread information in a vaster area. Meanwhile, we should keep a clear mind in the influence of the opinion leaders, some of them published some demagogic and irrational words on the ineternet, then followed by other net-men irrationally, which make the environment of the network so uneven.Three suggestions about how to make better dissemination of public events could be found in this paper. The first one is that publish authoritative information on time and keep the information disseminates in a good order; the second one is to increase the opinion leaders'media literacy and their abilities on analyzing, distinguishing and dealing with information; the third one is that the opinion leaders should enhence their citizenship and ability to partake public affairs in a rational mood. |
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