Research On Discourse Power Of Micro-blog Opinion Leaders

The micro-blog is becoming an increasingly popular and powerful voice channel, and itis gradually developping into an indenpendent public field.With the strongly influenceacrossing the Internet, it can be described as “the lethalest carrier”. But it seems that themicro-blog decenteralize the power of discourse with the lower access conditions.Actually theequal power’s essence is discourse’s centralization. It is the micro-blog opinion leaders whomasters the power of discourse, projects real identity and influence on micro-blogspace,which make the structure of micro-blog discourse out-of-balance.It is fierce that the game between different power relationships in the micro-blogspace.The grassroots opinion leaders are rising. With the adjustment of the discourse structurewhich make the discourse power compete, the micro-blog opinion leader should appreciateand take advantage of discourse power. Encouraging and training more opinion leaders can bean important mediation and driving force to achieve the returning of public discourse power.Only in this way can we promote social interaction and rational democracy and freedom, andultimately make efforts to build a great goal in public domain and civil society.This essay analyzes the importance and the significance of the micro-blog opinion leader’s exsitance, define its meaning and analyze its special features and advantages. It illustratesand narrates the power of discourse combining the discourse space qualitise according toFoucault’s opinion. This essay emphasizes the power of micro-blog opinion leader’ s discourseand invesigates the discourse’s influence through micro-blogs’contents.This essay summarizesthe evaluation indicators of micro-blog opinion leader’ s discourse power and the impact ofthe general rules and demonstrates the examples. In addition,it adapts and extends thetraditional theory of “Spiral of Silence” and the agenda-setting fuction”,and analyzes theexisiting dilemma of opinion leader. On this basis, this essay proposes existing problems ofopinion leaders in the development and appropriates measures from opinion leaders, thegovernment and the micro-blog operators. In the last, the essay makes an outlook andexpectaitons on the overall situation.