The Identity Construction Of Micro-blog Opinion Leaders

Since the microblog became the hotest media by far, many movie stars, celebrities,experts and scholars, grassroots have had their microblog in sina. From the microblogwhich they can find liberty relatively, they try the best and strive to build their distinctivenew virtual identity.The construction of Identity emerges in every aspect of daily life, including language,rhetoric from communication strategy, etc. Language strategies can be divided intoinstrumental language and Ideographic language. From the perspective of communicationstudies, sometimes rhetoric have conquering type, converting type, beneficent type,dissuasive type and inviting type. In this paper, it is supposed that: different identity ofopinion leaders in real life, can use different language strategies and different rhetoricalstrategies to construct his new figure in the virtual network.This study comprehensively selected opinion leaders in typical6months from sina·smicroblog, analyzed their microblogs· content and characteristics, and found theirdifferent strategies for identity construction. This paper lists eight different constructionways. In language, it includes ideographic language about public welfare events、instrumental language about political things and environmental things, mixed languageabout brand construction and enterprise motivational sayings. In rhetorical communicationstrategies, It includes critical conquering type、elegant converting type、leading dissuasivetype and equally inviting type.Through analysising typical opinion leaders strategies of identity construction，thehypothes which is proposed above is summarized that： for entertainmental stars,Ideographic language and pictures work best, especially the images; for professionalcelebrity, instrumental language has optimal results, which is the best way to show theirpersonal professional characteristics; for grassroots master who are unknown in real life,the most common way is using conquering rhetoric to get attention from the most sharpand aggressive language，then they may be opinion leaders in the virtual network.