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Public Opinion Expression And Public Participation: Microblogging Opinion Leaders Research

Posted on:2015-07-03Degree:DoctorType:Dissertation
Country:ChinaCandidate:Y WangFull Text:PDF
GTID:1108330422472934Subject:Journalism
Abstract/Summary:PDF Full Text Request
The microblogging opinion leaders are some individuals or teams that is activein the microblogging of social media and they usually spread their opinions, forwardand review information actively. What’s more, they have much stronger discoursepower and have many followers. This paper defines the microblogging opinionleaders mainly based on two dimensions. One is the dominant standard which isabout the number of fans and forward or review information. The other is therecessive standard that is about the strength of discourse power. This thesis usessome research methods to study the microblogging opinion leaders. The methodsconsist of case study method, comparative approach, literature review, onlineobservation, statistics analysis, text study of microblogging and so on. The paperdiscusses the characteristics of microblogging opinion leaders, the relationshipbetween the public and opinion leaders, the relationship between traditional mediaand opinion leaders, the relationship between microblogging platform and opinionleaders, and the relationship between opinion leaders each other. It also discusseshow to structure the public issues for the opinion leaders, the current practicaldifficulties they are facing and some solutions.The paper firstly compares the opinions leaders of traditional media withmicroblogging opinion leaders, and compares the opinions leaders of some differentsocial media under the age of networks such as BBS, blog and microblog. Throughthe comparative research, the paper summarizes the new communication model andcommunication features of the opinion leaders and tries to outline this new mode ofcommunication. In terms of the characteristics of the microblogging opinion leaders,this paper argues that they have strong expression of demands and often breakthrough professional restrictions to interact with others in many public events. Mostof the microblgging opinion leaders are higher social class and their identity andstatus help them become “opinion leader”. Some grass-root class also becomesopinion leaders through their own hard work on the microblogging. Besides, thereare some “fugitive communities” caused by special hot spot events. In terms of thecommunication model of the microblogging opinion leaders, the opinion leadershave dual attributions of interpersonal communication and mass communication, andthey become important persons of power of discourse in the process of dissemination.In this case, the dissemination patterns of junior transmission plus second and multitransmission are come true. From the perspective of relationship, this paper mainly discusses four kinds ofrelations: First, the relationship between the public and opinion leaders. Because ofthe circusee of the public, opinion leaders have a great influence. But microbloggingopinion leaders not only spread view to affect the public, but also filter informationfor the public and amplify the grassroots voice, propagation and its appeal. Second,the relationship between opinion leaders each other. In the virtual community theyform a “circle group of ecology”, and factionalism exists under this kind ofenvironment. Third, the relationship between traditional media and opinion leaders.They seek the public issues from each other, more and more media professionalbecome opinion leaders, and in fact, many opinion leaders are the contributor of thetraditional media. Fourth, the relationship between microblogging platform andopinion leaders. There used to be a phenomenon, opinion leaders was controlled andexpelled. If we want to ensure the realization of the opinion leaders of the discoursepower, then we have to try to seek a balance.About the construction the public issues of the opinion leaders, in this thesis,this paper discusses how to pay attention to the public issues of the opinion leaders,how to debate which have different opinions, and how to impact public policiesmainly through the specific case. In the transmission there are negative situations,such as rumors storm, group polarization, discourse violence and excessiveemotional expression is driven by “Robinhood complex” and so on. Therefore, it isnecessary to enhance supervision to network information for opinion leaders, Atwo-way communication is very important between government and opinion leaders.Besides, it is necessary to strengthen forewarning system and enhance the medialiteracy of opinion leaders.
Keywords/Search Tags:microblogging opinion leader, discourse power, circle group ofecology, the public issues
PDF Full Text Request
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