Research On The Process Of Micro Blog Fissured Dissemination Of Public Welfare Under The Influence Of Opinion Leaders

As a new way of public welfare dissemination, micro blog produces a significant rise in the dissemination with a wide range of social influence, and the concepts of "public welfare" enjoy popular support from the people. micro blog has a fission mode of transmission so that the speed and scope of information spreading showed explosive growth. Seeing from the perspective of complicated social networks and information propagation path, opinion leaders are the key nodes of fission mode of transmission, they are the core elements of the fission mode of transmission effect. Opinion leaders utilize the number of fans to build up a huge information advantage of the contact surface, and then, utilize the advantages of credibility and mobilization to get the public information "exploded" instantaneously and hierarchically spread, thereby, achieve public information fissured. From the perspective of the influence of public opinion, opinion leaders utilize powerful influence of network to set, guidance, and strength public welfare topic, promote the formation of the network public opinion, and promote the traditional media to follow and report public interest information. While the traditional media reports will gather together the majority of opinion leaders and micro blog users' eyes again, thus once again get the public information "exploded" instantaneously and hierarchically spread. The fission on this occasion is an essential changed fission that incidental to the credibility of traditional media. In addition, the research in this article also started with psychological factors of the audience to root causes analyze the reason of the effect of opinion leaders. And also summarize the issues of opinion leaders playing their role in the public information propagation, so as to provide some reasonable suggestions for the development of micro blog public dissemination in China.