Studyof The Sina Big Vs’ Behavior In Major Emergent Events

This paper examines The Sina Big Vs’ Behavior in Major Emergent Events with the theory of Opinion Leader. In this paper, we mainly use three methods of document analysis, case study and content analysis. We inspect how the messagefrom the Big Vs’ Sina Mirco-Blog come out in the Ningbo PX event, and pay attention to their motivation and exteral enviroment.Furthermore, based on the Opinion Leader theory, we also examines the relationship and differencies between the Big V and the Opinion Leader to make this theory more advanced in the internet times.The results show that the differences between the Big V and the traditional opinion leader mainly comes from the Big V’s peculiarity of interpersonal and mass communication, based on which the Big Vs pay much more attention to personal image construction and have more than two-step flow of communication. The Big Vs have a huge influence, because netizens influenced by them have the strongest speaking right in the internet. They have to balance well under the pressure of netizens, business and politics, cause influence can be transform into social capital and.business profit.They release messages about the Ningbo Event cause they found it’s an internet hotspot. The ir advantage of social status and information source was impaired, their present more emotional appeal rather than rational guiding, but a fraction of them can raise awareness and influence through playing an active role in an event.The Ningbo PX Event is an typical environmental type of major emergent events, which demonstrate the opening Chinese social opinion expression brought by the internet, and how the environmental subject mixed with the unsatisfied to the public power in transformation period. The government is the key point for the beginning, intensifying and resolution of the event. The Big Vs feel the public hotspot and get into follow it. But their words are so considerate and commonplace, that it represents a weak and passive effect. They show an spreading and reinforcing effect rather than "leader". In additional, the villages’ voice gets lost in the words of Big Vs and the netizens, which shows a wide gap between the internet and the real world.Based on the words, they can be devided into three types, viewer, attention and participator. The Big Vs use the micro-blog to achieve their personal goals is the internal motivation. Meanwhile, they have to find a balance between the external factors of netizen, government and the micro-blog service operator. As a result, their words in the event is an rational but conservative choice through various conflicts of interests.