The Study Of Impression Management Of Opinion Leader In Online Political BBS

This paper, supported by impression management theory, I adopt the grounded theory and questionnaire method, select two forums as cases.(Sino-Japan BBS of Strong Nation Forum in the community of People net; Chinese & foreign cultures and military version from Baiyun Huanghe BBS on the campus of Huazhong University of Science and Technology .) analysis motives, strategies and behavioral effects when public consensus leaders doing impression management.First of all, I observe 34 public consensus leaders from Sino-Japanese forum by adopting the grounded theory, analysis and code 408 notes taken from the forum, and make a conclusion of motives, strategies and behavioral effects when social consensus leaders doing impression management. Secondly I take advantage of web-based forum roles partition model and analysis system (eFIAS), screen out 34 consensus leaders ID from Chinese & foreign cultures and military version ,which belong to BBS Baiyun HuangHe , questionnaire these leaders and make a conclusion of motives, strategies and behavioral effects when student consensus leaders doing impression management. Finally compare the difference of motives, strategies and behavioral effects when consensus leaders doing impression management, who belong to different community and political factions.Researches indicate that:1. When doing impression management, for the motives of consensus leaders from network affairs forum, there are mainly two types: value sense and intention sense. It can be expressed as follows: expressing their views on hot issues, realizing current developments, looking for like-minded friends, with wish to change the views of others and acquiring satisfactory sense of agreed by others.2. When doing impression management, consensus leaders from network affairs forum will choose many strategies and methods, it includes: action skills, social sensitivity and self-monitoring. Specific performance: selective self-presentation, frequently publish original articles, transfer the mainstream media, critique when have different opinions, fight back when someone disagree his own point, strategically adopting network and hyperlinks to critique.3. When doing impression management, the effects of consensus leaders from network affairs forum are as follows: maintaining and developing relations, achieving self-realization and the realization of expression and midwifery opinions.4. By comparing the difference of motives, strategies and behavioral effects when social and student consensus leaders doing impression management, it appears that only small differences exist. These differences have close relationship to the semi-hidden spreading environment of University network forum and the special needs of student groups Thus, When doing impression management , consensus leaders of social groups and student groups have the same motives, strategies, behavioral effects.5. For motives, strategies, behavioral effects when doing impression management , different political factions leaders have certain differences. Moderate leaders from affairs forum mainly choose intention sense motives. the strategies adopted are mainly self-monitoring, the effect achieved by the behavior is to maintain and develop relations; independent leaders mainly choose value sense motives , the strategies adopted are action-oriented skills, the effect achieved by the behavior is to become oneself; radical leaders with the purpose of rational impression management and emotion-oriented style, the strategies adopted action skills and social sensitivity . the effect achieved by the behavior is expression and midwifery of opinions.