Research Of Opinion Leader In Crisis Communication

During the course of crisis communication, information plays an essential role in public decision, while the information passed from the opinion leader is the key element influencing the whole situation of crisis communication. The theory of opinion leader has been flourished since it has come into shape both on theoretical study and practical operation. The research of opinion leader in crisis communication has begun from the general introduction on its content and feature, referred to discovery of opinion leader’s definition, highlighting the interaction with the crisis bodies, and developed to classify the background on requirement of clear context, promotion of the media competition and the necessity of the social society. Taken the precedent survey as the basis, the research is carried out on the identity, the function, the effective path and realistic meaning of opinion leader.The opinion leader is identified as highlighted observer and positive transmitter, discourse space occupier and beneficial bodies’aiming target in the crisis communication. Through frequent communication with the mass media, the keen acknowledgement on the time change, the timely release of the information and the implied value, it has become effective target that the crisis bodies’dominator and advertisement bodies take advantage to join in mass media and collect the public view.The opinion leader effects by means of information analysis, value judgment, objective aim, active interaction and topics leading to realize the function of explanation, transmission and the agenda set. Therefore, there are three paths to arrive there. Firstly, it is necessary to have a correct view on the influence in crisis communication. The opinion leader enables to speed up the information transmission, exerting influence on the public image of crisis bodies. Secondly, it is wise to train opinion leader designedly. Clear perception on the social accountability of opinion leader, strengthening of the leading and coordination function, and innovation of the transmission mode is demanded. Thirdly, it is required to polish the management. To build management system, to enhance the effective coping mechanism and the control of information, and to research on the value balance is demanded.Taken the news of "hiding-and-seeking" as an example, this thesis clarifies the role of opinion leader, the crisis trend and the coping strategy, aiming to discuss the remained realistic topic after the "hiding-and-seeking" crisis and to make a conclusion on its lesson on opinion leader research.