The Research On Public Opinion Guidance Of Microblogging Opinion Leaders

In the current China,Microblog has gradually evolved from the public channel which internet users can obtain public information,dissemination and publishing personal views to a public platform that personal express their opinion,participate in public discussion,safeguard the rights of individuals,and public opinion field game.Especially in the current transformation of the diversified social environment,a variety of emergencies,public topics,involving the interests of citizens of the incident outbreak and evolution in the micro-blog platform,and then form a different field of public opinion.,in the development and evolution of various events appeared microblogging opinion leaders figure.This group due to many fans,forward comments great,have a greater voice and influence in the development of events,even"reverse" the results of public opinion events.In each Microblogging event,in a large extent the microblogging opinion leaders can lead the direction of public opinion,they narrate through the incident,reorganization,etc.microblogging public opinion field differentiation,mobilization,call,and with the formation of a certain degree of tension in public opinion,microblogging opinion leaders have become microblogging public opinion field of the right to carry the banner of those who have the media properties of individual or team.In this paper,we use"Lei Yang case" which breaked in May 2016,as the starting point,use case analysis combined with content analysis and online observation by combing microblogging opinion leaders in the case of public opinion,starting point in the role of public opinion development important node of the context of carding.When we examine this group,we need to examine the internal and external environment faced by opinion leaders from three aspects:First,the official and civil of two different pattern public opinion field laid the microblogging opinion leaders with distinctive public opinion to guide the characteristics;Second,between the microblogging opinion leaders because of differences in political,cultural,economic,economic,especially in judicial cases involving public opinion,there is a mutual competition between the game and the subtle relationship;Third,microblogging opinion leaders in the sensitive cases of public opinion events will be different degrees by external administrative forces and other uncertain factors interfere,there need to rely on the relevant guidance skills to avoid the sensitivity of the event,public opinion will eventually focus on the settlement of the event itself.The occurrence and development of public opinion events is not a single straight-line evolution,more with the network community,the traditional media and the line of action intertwined,mutual influence and collision,so when we focus on the"Lei Yang case" we need to be complex online and offline activities for spinning,simplification.The use of large data software to microblogging information to crawl,analysis,combined with content analysis of the direction of leading public opinion leaders from their professional background,personal experience to dig.From this point of view,it can be more clearly depict the microblogging opinion leaders in the process of participation in public opinion in the role.As the "Lei Yang case" public opinion have a long time,a huge impact,with a certain representation,microblogging opinion leaders through the guidance of public opinion eventually makes the event in the framework of laws and regulations to resolve,so summed up from this case Opinion leaders' guidance of public opinion has a strong reference.Through the analysis of public opinion cases,opinion leaders generally have the following four strategies for public opinion guidance in the events:First,the agenda of the topic of public opinion,mainly through the skills of the agenda set,and the continuity of the heat topic to achieve the highlight the event by the public attention.Second,through the interaction with the traditional media and new media platform to expand the influence of opinion leaders of public opinion;Thirdly,at the social and psychological level,the influence of this class is influenced and mobilized by awakening the fear and anxiety of the middle class in order to maximize the mobilization of the public;Fourth,the general discussion of the issue,from the protection of the right to life of citizens to the police law enforcement authority to explore,and finally rose to the macro level of the expectations of the rule of law.In the current pluralistic public opinion environment,straighten out the two public opinion field communication needs a lot of efforts,especially in microblogging as the representative of the civil public opinion field needs self-regulation and their own constraints.Whereby microblogging opinion leaders play an important role as regulators and managers as well as organizers.In the current rational,peaceful public opinion environment,opinion leaders are also faced with internal and external difficulties.This paper puts forward some feasible suggestions from the case study:Rule of law thinking to strengthen the sense of responsibility,to expand the degree of tolerance;Expand the diversity of speech,self-restraint;Stressed the bottom line consciousness;Participate in offline activities and enhance the influence.