The Research Of Opinion Leader’s Influence On We Media

Since the prevalence of the media platform,the audiences’ habit of using media have changed, which in turn changed the information dissemination process.The traditional media information dissemination flow is mass media——opinion leaders——general audience, which push opinion leaders in the key position.Along with the rapid development of the media platform, however, since the personal media platform, widely, the interactive characteristic, people would be given more vocal ability, at the same time, a broader audience attention easily form liquid accumulation effect, since the media platform to reflect a more opinion leaders.With the help of the media platform, traditional opinion leaders continue trumpeting, or likewise,disappear. Since the media platform, the information of opinion leaders show more intuitive, more blunt, cause the audience can be more comprehensive, closing to know opinion leader himself. However, because the media platform for public individual independent access to information, trying to face the expression of desire will provide the foundation and platform, cultivating the ability of people to choose and make subjective judgment on continuing to choose follow or not.At this point, with the help of the media platform,some traditional opinion leaders turn into the new opinion leaders,otherwise some stay the public’s attention away.Of course, based on the personal media platform, the characteristics of autonomy, also spawned many grassroots opinion leaders, and together with the transformation of the traditional opinion leaders to form new opinion leaders. WithII the development of the media platform, the changes of social attention, the growth number of grassroots opinion leaders is much higher than the transformation of the of traditional opinion leaders.The media platform is the main body of new opinion leaders releasing information, the media platform is more interactive and privacy than simple network era. Therefore, in the past by the influence of mass media influence audience’s top-down mode has changed. New opinion leaders influence through what way to spread and spread, becoming a particular focus on issue in the current times. New opinion leaders influence pattern of study can offer advice, the spread of the current flow will grasp the information flow pattern to provide reference for businesses.Based on the background of significant media platform, people release fragmented information every day, including text, images, voice, video and other content, the content accumulate and increase rapidly at the rate of fission, as a result, people are hard to find useful information in the era of big data, so they still choose to trust opinion leaders.The opinion leaders release episodic information in the media platforms. How to make the audiences form a correct understanding and to influence people to understand and accept information through these words, this test new opinion leaders’ level of depth, breadth and height. At the same time, every body say every things on the media platforms, the key to attract attentions of people is the original and new content. Through the content of the original, insightful content of high quality, coupled with the frequent release, lay a foundation to attract the audience.After these advantages, new opinion leaders affect others in the way of "Viscosity" and "Interaction". Viscosity refers to the high Interesting content can stick to audience. Viscosity shows in three aspects: "the milk of human kindness", "relevance" and "news" manifested, attracting audiences to come and read the information, and generate their goodwill. Interaction refers to the new opinion leaders with the audience exchange ideas, information interaction deepen and expand the influence. Interactive performance in "dialogue" and "synchronicity".Conversational refers to a new opinion leaders to make equal communication withthe audience, spread on the break original, form the reciprocal communication,increase the audience’s understanding of opinion leaders view and absorption.Synchronicity refers to the communication new opinion leaders and media technology, through a variety of associations from the media, the APP, such as real-time platform release information, spread of influence.The audience read and accept the information more by themselves’ judgment on the media platform, this decide the new opinion leaders spread their influence in sticky way,rather than "listen and act" way; The interactive of the media platform determines the new opinion leaders to deepen and expand the influence in non-traditional one-way propagation mode.Therefore,the independence of the media audience determines the new opinion leaders influence model is sticky and interactivity. Viscosity and interactivity determines the new opinion leaders must pay attention to the creativity of content,and put a low profile, in the style of the more common ground to get the audience’s attention to continue to play an influential. At the same time, they also need to to keep pace with the times, constantly adapt to the technology principle of media platform, with more in line with the state of audience use such as the form of a short video, pictures, voice audience interaction.Only strengthen the content of the innovation and technology updates, new opinion leaders to enduring influence.