Research On Mechanism Of Public Opinion Influenced By Opinion Leaders On Sina Weibo

As a result of the radical transition in current Chinese society,under the complicated network environment,Internet public events happen constantly.As an important social window and the export of people's emotions,network public opinion has important reference value for social governance and the maintenance of the internet order.As the medium a message travels along,Opinion Leaders on sina Weibo take larger roles in the emergence,development and regression process of network public opinion.How can they affect opinion evolution? what kind of mechanism to different types of public opinion leaders in different periods mainly influence? These questions have important significance both for opinion leaders themselves and the development of social network governance.By drawing on the study of the past research,adopting qualitative research and quantitative research as the major research methods during the study,combined with literature analysis,case analysis,content analysis and data analysis etc.,deeply examined the opinion leaders behavior and specific opinion effect investigation of RYB Education Kindergarten Child Abuse,concluded that Opinion Leaders on sina Weibo for the Internet public opinion affect the specific mechanism of four aspects and different Opinion Leaders in the different stages have different main influence,there are many convincing results.This paper is divided into five parts,Chapter 1 is the introduction,the introduction reviewed the reason of selecting this subject,the present researches and mentality of the thesis.Based on the previous study results,the second chapter take 2017's 20 network public opinion event for the sample to analysis some basic conclusions such as the classification and the characteristics of current Opinion Leaders on sina Weibo;the third chapter based on the latest chapter studies which mentioned earlier in this article,chose RYB Education Kindergarten Child Abuse,which is a typical public opinion event and all kinds of opinion leaders on sina Weibo participate frequently.Then combining quantitative and qualitative research approaches,through the detailed study of different types of opinion leader's behavior on sina Weibo and how they have influenced to this event.the result is there are four levels of influence mechanism for opinion leaders to influences the behavior of the audience,it's communication,cognition,attitude and emotion.also,this article then to analyze the different kinds of opinion leaders in different periods through which mechanism to influence others;the fourth chapter is on the basis of the previous conclusions,to put forward some problems about public opinion Influenced by opinion leaders on sina Weibo,relying on the empirical analysis and conclusion,this part puts forward some advanced suggestions;The Fifth part of basis preamble analysis summary this article contribution as well as deficiency.