A Comparative Study On The Propagation Behavior Of Large V Before And After "Net Net"

According to the mass communication classical two-stage theory, the information usually sends out from the source, flows to more active opinion leaders through traditional media, and then flows from opinion leaders to less active mass in the form of interpersonal communication and affects them. With the coming of the era of Micro-blog, the traditional opinion leaders are endowed with the new role function and value. They have a new name:The Big V.Compared with the general audience, the Big V obtain information more frequently and faster. By providing information and ideas, they influence the people who have a relatively low degree of media exposure, knowledge or interest. In today’s China, so long as there is the outbreak of public emergency, there are always Big V’s strong participation. They play a crucial role in spreading public emergency information, influencing and even dominating the micro-blog public opinion, impacting the events’development and results, as well as changing the role of social governance mode. But in recent years, the anomie behavior of the Big V, for example, expressing ideas freely, exaggerating the facts intentionally and spreading rumors maliciously, has increasingly become the focus of the whole society. Therefore, countries have started the centralized management of the Internet.Based on the the public emergency before and after the government network management action, especially the events which the public react relatively strongly in micro-blog and by comparing the difference of the performance of the Big V before and after the government network management action, this paper found that the Big V become more clear on positioning themselves as opinion leaders in micro-blog. They become standard and orderly on public opinion expression and rational and professional on the attitude of public issues. They are no longer the trigger device of the transition and diffuser for crisis public opinion and now they have the courage to undertake corresponding social responsibility and become the booster to resolve the crisis. About the influence, the Big V group’s radiation influence scope is reduced, but the radiation effect is more apparent, spreading much more positive energy. Countries gradually change their mode of governance and start to manage the virtual society by internet thinking. Therefore, the micro-blog public opinion trend becomes well. Aimed at some new trends and transmission characteristics of Big V, this article also thinks that measures as internal discipline and external mandatory specification should be taken to manage the Big V. The government should keep an open public opinion environment, absorb the voice of opinion leaders, and try to construct a rational, diversity, and orderly pattern of network public opinion and the ecological environment."Micro-blog is infinite good, but Big V is near evening", this sentence reflects the striking effect of the countries’ network governance. However, the Big V as a special phenomenon in the information age, as long as there is the existence in the public domain, there is social demand. And the Big V have their space and value for continuing existent. In the face of the phenomenon that some of the Big V destruct the ecological public opinion due to the interests of the individual extinction, those unqualified Big V will certainly be kicked out by Micro-blog self-purification mechanism and rational judgment of internet users.