The Recognition Research Of Opinion Leaders In Micro-blog Based On Sna

With the rapid development of Internet and information technology, micro-blog is developing speedily making it become a significant member of we-media. It is changing us the way and channel to obtain information, and provides a new platform to exchange and interactive information. There is a report suggests that the amount of micro-blog user arrive 5billion until the December, 2013 in our country. Based on the superiority of low demand, high openness and easy operability, micro-blog becomes the opinion gathering place, and the network users can express their ideas freely. Every day, there are vast amounts of information impact on people’s eyes in micro-blog space. However, nowadays as the fast pace of life, we only can use the fragment time to read information. So, these promote the appearance of opinion leader. LazarsFeld’s famous “Two-step flow of communication” theory refers that the transition of information is “media-opinion leader-the public”. Opinion leader plays a bridge role in the process of information transition; he or she obtains information from information source, and adds his or her opinion on the information, then transmit it to the public who are inactive. This is the whole process of information transition. Groups obey psychological think that “as long as there are some living things gathered together, whatever animals or people, all made oneself leaded by a leader on instinct”. People all have an obedient desire; on the perspective of the groups, they intensively require the opinion leaders to lead them and intensify their obedient appetite. Therefore opinion leader exist in any group. He or she plays an important role in guiding the speech direction and conducting their behavior. Then, recognizing the micro-blog opinion leaders can guide the public opinion and promote the real problem to resolve.Currently, the research of recognizing opinion leaders is still at an early stage. This research based on “Structural hole theory”, “Two-step flow of communication” and so on, through getting help from SNA to analysis the opinion leaders, then build the recognition model of opinion leaders and provide two relevant Hypothesis. This thesis sees the micro-topic of “Poisoning case of Fudan University” as an example, making the users who talk about this topic as the sample, and collect the relationship data among participating users. Taking advantage of UCINET to analysis the density, indegree, out degree, betweenness centrality, then test Hypothesis. After, use AHP to quantify the weight of every indicator and test the recognition model of opinion leaders. Finally, calculate the value of each user, so as to identify the opinion leaders in this topic.