Research On Opinion Leader And Government Interaction Based On Microblogging Environment

After the birth of micro-blog as a newly arisen interactive medium, on account of itsconvenience, fast, interact of medium characteristic, it urges to born a great deal ofopinion leaders who obtain a high degree of attention and influence considering theirspeech, acts, occupation background, knowledge authority and moral advantage. Theyfocus on hot issues on charity, unexpected events, exposing corruption, politicalparticipation to express their views and suggestions, owing to so many fans to followand promote, guiding the public opinion in micro-blog field, and reflecting theinfluence in the virtual community into that in the real society directly. It is opinionleaders represent the interests of a large number of fans, that resulting a large andfrequent interaction with the government. Interaction process includes guidance ofpublic opinion, disclosure of information, policy response in the aspect of governmentand supervision of public opinion, political participation, network self-discipline inthe aspect of opinion leaders and other aspects. This paper first analyses the generalconnotation and historical circulation of opinion leaders-government interaction, andmakes a key analysis on the characteristics of the times of opinion leaders in themicro-blog environment. And then, after describing three cases of opinion leaders-government interaction, it does research on information flow process and interactionmechanism between opinion leaders and government. In the end, the article putsforward what are the four standards of good interaction between opinion leaders andgovernment: the oriented goal of justice, interactive environment of equality and norm,the main interaction body of extensive participation, and the continuous and effectiveinteraction guarantees, and puts forward my own thinking about how to construct thebenign interactive relationship between opinion leaders and government. Its crossangle novel and unique, the topic of this paper is close to the social reality, integratedwith some subjects such as communication, public management, political science.Descriptive analysis as the main, the paper intersperses the research methods of casestudy, model analysis, so it’s very innovative. In the trend of the social managementinnovation, interaction between opinion leaders in micro-blog and the government hasirreplaceable meanings in easing social mood, making up for the loopholes in thepolicy and perfecting the socialist democracy.