A Study On The Influence Mechanism Of Opinion Leaders On Network Public Opinion

With the growth in the number of network users, the network has gradually become one of the indispensable means in the process of socialization; network public opinion will also be an indicator to investigate public opinion. Based on the research of the concept, characteristics of network public opinion, the influence in the political, economic, cultural and social aspects and the current situation of network public opinion, found the importance of network public opinion, which can promote the development of the country and the people and also can split the relationship of the motherland and the people, so how to guide will determine the result of network public opinion cause. The analysis of the opinion leaders of concept, category, characteristics, the forming reason and the effect in different stages of the spread of network public opinion in the public opinion events, which reflects the importance of opinion leaders’ guide. Through the analysis of the transfer process, main body function and interaction between subject of network public opinion information, which is been as the intermediary to construct the theoretical framework that the influence of opinion leaders’ words and deeds and view on the interaction between subject of network public opinion information changes the quantity, speed and content of the spread of network public opinion information, thereby affecting heat, intensity and tendency of public opinion of the network public opinion. The empirical study and comparative analysis of "7.23 incident and Little Yue Yue incident”, which confirmed that the influence of opinion leaders on network public opinion, pointed out the adverse consequence of illegal words and deeds, and emphasized the importance of opinion leaders, strictly regulate themselves. Finally put forward the following countermeasures: training the network opinion leaders actively; promoting the communication with the network opinion leaders; tightening the management of the illegal behavior of the network opinion leaders; establishing friendly relationship with network media; strengthening the ideological education work of network groups; setting up a relatively mature management center of network public opinion.