Know The Formation And Influence Mechanism Of Opinion Leaders

With the development of information technology,cyberspace is affecting people's production and life style deeply.The social media such as Zhihu has gradually become a gathering platform for a variety of information,which is playing an important role in the public debate and public opinion communication and so on.At the same time,more and more people begin to use the Zhihu to answer questions,share knowledge.Those who contribute to the high-quality of the answer get other users' affirmation and concern,and have a certain right to speak,finally become the opinion leaders.Compared to other network platforms,the discussion in Zhihu is more rational because of the community rules and the opinion leaders.These opinion leaders are the core members of the Zhihu community,and produce a large number of high-quality knowledge and information for platform.They are able to promote serious and rational discussions in the social hot events and lead the public opinion.According to the characteristics of the platform,this paper sets up three primary indicators such as the user activity,user communication power and user influence through analytic hierarchy process.Then the analysis divide them into 14 secondary indicators to build index system,such as the number of questions,answers,thanks and sharing.Combined with the weight scoring of 10 authoritative experts in this area,selecting the topic active users of medical samples,the opinion of opinion leaders under the medical topic are selceted.Meanwhile,this paper selects WeiZexi event as the core case,analyze their specific actions and performance in different stages of public opinion with the statistical data and explore its influence mechanism.It is found that these opinion leaders are not celebrities in society but specialist online who accumulate the influence for the continuous information sharing.They have the characteristics of high cultural level,active and rational thinking,taking advantage of information,actively taking part in community activities,producing high-quality content and leading rational discussion.In the social hot events,not only can they abide by community rules and take the initiative to participate in community management,but also they have a good use of praise,attention,public editing and other platform mechanisms for frameworks,agenda settings and their attributes.What's more,the opinion leaders contribute to the values during cross-platform,affect the network ecology and finally guide the network of public opinion.