The Study Of The New Media Environment Of Opinion Leaders

In1998at the Commission of News at the United Nations Conference, KofiAnnan, the UN Secretary General, called for traditional media to embrace “fourthmedia” in order "to strengthen journalism work". In April1999, at the second AsiaPacific press and scientific and social development seminar in Beijing, the concept ofthe fourth media was first defined. According to the Xinhua News Agency broadcastrelease:"Chinese and foreign experts point out that the Internet and the informationhighway constitute the main body of the ’fourth influence’ in media. In10years to20years there will be more ’fourth media’ than newspapers, radio and television. In the21st century, the family of the new media grows bigger: blog, e-mail, web sites, mobilemultimedia, mobile software client-sides, etc., and will have greater innovationcompared to traditional media.The concept of opinion leaders was first brought out by Zara Sfeir in1940s, and ithas become a classic concept in the field of communication. The traditional opinionleaders who have an impact on the audience in the flow of information are nowredefined in the new media environment. With more freedom and equality in the newenvironment, opinion leaders are present in more forms in different fields: politics,economic and culture. Their motivation and influence varies, and their speed and scopeof influence far exceed those leaders in the traditional media.At the same time, when social emergencies appear, the remarks and attitudes ofopinion leaders will affect the development of the events, no matter positive or negative,and fans under the new media environment will spread the information rapidly. Inrecent years, many rumors have spread widely under this kind of background. To dealwith the social problem caused, in September9,2013, the Supreme People’s court andthe Supreme People’s Procuratorate held a press conference and announced online that:defamation, criminal judicial interpretation provisions: slander of others, use ofinformation network, browsing by more than5000people, or being forwarded morethan500times, shall be determined as “serious” as provided for in the first paragraph of the246th criminal law and can constitute libel. The promulgation of the regulationsprovides a legal base for the management and control of opinion leaders in the newmedia environment, and in the process of implementing this legislation, guidance andcorrection are also needed. The Social Blue Book: China’s Social Situation Analysisand Prediction in2014, released by China Academy of Social Sciences, pointed out:network “opinion leaders” will still be an objective existence. Studies show thataccording to the statistics, there are about300nationwide "opinion leaders" that setChina’s Internet’s agenda.In this paper, combined with current affairs, for all types of new mediaenvironments of opinion leaders, behavioural patterns and influences in differentbehavior in the context of an in-depth analysis, are used for reference to build the newmedia environment.The full text is divided into six chapters:The first chapter is an introduction into the research proposition of opinion leadersin the new media environment. For the selected topic basis and value proposition,research contents, the innovation and key and difficult points, research methods areintroduced, and the latest research at home and abroad are summarized.The second chapter compares the new media environment of opinion leaders andthe traditional opinion leaders. This chapter analyzes the definition of the traditionalopinion leaders, it also analyzes the characteristics of the new media environment of theopinion leaders, the similarities and differences between the new media environment,influence and infiltrate each other, at the same time, put forward some strategies for theneedle direction and development of new and old media opinion leaders.The third chapter analyzes the different types of opinion leaders in the new mediaenvironment. The classification standards of many different types of social function,mainly through the different opinion leaders, will be divided into political opinionleaders in new media, new media types and media opinion leaders, grass-roots opinionleaders and the entertainment new media opinion leaders. Characteristics of differenttypes of opinion leaders are different, the background and the effects are also different.The fourth chapter surveys the new media opinion leaders in social events. In thenew media environment, trending social information cannot satisfy audience demand,thus empowerment of new media makes the opinion leaders play a very important role.Actively guiding the opinion leaders can have a positive influence on society, but at thesame time, because of the trending social concerns, it can become a hotbed of rumors,depending on the analysis of specific cases, behavior analysis in the process of opinion leaders and put forward specific measures.The fifth chapter discusses opinion leaders and rumor control under the new mediaenvironment.New media interaction and speed, also allows opinion leaders into the breedinggrounds for rumors. Whether it is accidental or deliberate, rumors will lead to socialinstability. But last year our country issued laws and regulations in order to solve thisproblem, but still it need to be combined with the reality of the situation to carry outeffective measures.The sixth chapter reflects on the new media environment and opinion leaders.Overall it is full of opportunities and challenges in the future of new media, and thereare more and more users and market share under the new media environment, the roleof opinion leaders are increasingly important, putting forward measures andsuggestions to control within reason, look forward to a healthy environment of newmedia.This paper through the analysis of multi angle comprehensive analysis, combinedwith case study and data analysis, case analysis has characteristics of new mediaenvironment of opinion leaders, will point out the potential problems and futureprospects, there are innovative points in the three communication functions under thenew media environment and the role of opinion leaders in marketing under the newmedia environment, and how to play their role as opinion leaders.