On The Formation Of Micro-blog’s Opinion Leader And Its Influence On Public Opinion

The Micro-blog is a new network application in which users who have already registered by WAP or WEB Internet can use text, image, video or audio to share, communicate and access information. The tide of information technology has brought great changes in message transmission ways. Since2009, after drawing lessons from "Twitter" and the localization procedure, micro-blog has become a trend in China.Opinion leader, by dint of its tremendous influence power and propagation ability, control the discourse power. There are various types of opinion leaders. In the micro-community, Micro-blog opinion leader plays an important role in guiding public opinion by the power of discourse. However, in order to guide public opinion correctly, it is necessary for us to understand micro-blog’s limitations and find out appropriate measures.At first, the paper consists of not only the brief introduction to the definition and status of micro-blog and opinion leader, but also the way to identify opinion leader. Then it describes the formation of their main features and introduces the opinion leaders’ role in the formation of public opinion and their influence on it. From the positive aspect, it talks about opinion leaders’active role in micro-blog. In the last Part it is a case study analyzing the development of Deng Fei, an opinion leader on Sina micro-blog, to provide a strong example to support the whole thesis. From this, we can obtain conclusions and outlooks about the future development of opinion leader and micro-blog from the constructive ideas and suggestions put forward by their own characteristics.