Analysis on the Role of Opinion Leaders

Hanwen Zheng; Peishan Song; Yiran Zhang

doi:10.2991/assehr.k.220105.164

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Analysis on the Role of Opinion Leaders

Three Case Studies Based on Two-step Flow Communication Theory

Authors

Hanwen Zheng¹^{, a,*}^{, †}, Peishan Song²^{, b}^{, *}^{, †}, Yiran Zhang³^{, c}^{, *}^{, †}

¹Jilin International Studies University, Changchun, China

²Heibei University, Baoding, China

³Heilongjiang University, Harbin, China

^b

songpeishan@stumail.hbu.edu.cn

^c

20181028@s.hlju.edu.cn

^†

These authors contributed equally.

^*Corresponding author. Email: ^achenyu@jisu.edu.cn

Corresponding Authors

Hanwen Zheng, Peishan Song, Yiran Zhang

Available Online 17 January 2022.

DOI: 10.2991/assehr.k.220105.164 How to use a DOI?
Keywords: Opinion Leaders; two-step flow communication theory; social networks
Abstract: Opinion leader is an important concept derived from the two-level communication theory, with special emphasis on the role and function of “middleman” in the process of mass communication. With the development of Internet technology and social media, traditional opinion leaders began to transform to new opinion leaders, and gradually played a more diversified role in the online world. This paper takes three cases as examples to analyse the role of opinion leaders. Specifically, the cases are the public opinion leaders on public emergency under the background of COVID-19, the promotion of knowledge bloggers to education, and the new opinion leaders in internet celebrity economy. According to the analysis, the effect of opinion leaders in modern society is very diverse and extensive. In detail, network opinion leaders are easier to be concerned and trusted by the public, which has a positive social impact while often possesses a negative impact for many reasons. This study will provide some case study basis for the research on the influence of opinion leaders in the new media era, and will be beneficial to further explore some problems such as the generation of the influence of opinion leaders in the future.
Open Access: This is an open access article under the CC BY-NC license.

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Volume Title: Proceedings of the 2021 International Conference on Social Development and Media Communication (SDMC 2021)
Series: Advances in Social Science, Education and Humanities Research
Publication Date: 17 January 2022
ISBN: 978-94-6239-512-1
ISSN: 2352-5398
DOI: 10.2991/assehr.k.220105.164 How to use a DOI?
Open Access: This is an open access article under the CC BY-NC license.

Cite this article

ris enw bib

TY  - CONF
AU  - Hanwen Zheng
AU  - Peishan Song
AU  - Yiran Zhang
PY  - 2022
DA  - 2022/01/17
TI  - Analysis on the Role of Opinion Leaders
BT  - Proceedings of the 2021 International Conference on Social Development and Media Communication (SDMC 2021)
PB  - Atlantis Press
SP  - 889
EP  - 894
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.220105.164
DO  - 10.2991/assehr.k.220105.164
ID  - Zheng2022
ER  -

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