A Study On Developing The Positive Guiding Role Played By The Network Opinion Leaders

With the development of the times, the wide spread of the Internet provides people withwide communication and interactive space. In the course of the formation, dissemination anddevelopment of various kinds of network public opinion, some Internet users take the initiative to assume the spread of information,dissemination or processing, coordination, and even theresponsibility of the intervention. And to make their views and opinions quickly get the majority of Internet users’ attention and recognition and follow.The special group of the network "opinion leader" came into being and played a powerful and guiding role. This paper analyzes the characteristics of the network public opinion and network opinion leaders and the relationship among the networks. And from two angles of external and internal reasons to analysis around the forming factors of Internet formation leaders. Then, it summarizes the important role ofnetwork opinion leaders, and the significant influence of the network opinion leaders.And getting to know the right direction of leaders in the network opinion and the role of misleading and manipulation through the design of the questionnaire and the implementation of the survey.Through the research we found that lead to opinion leaders misleading of network public opinion has many reasons, such as the information environment of network opinions relatively closed and the relevant norms of network speech lacks of laws and regulations, and Internet user’expected psychological inclination. Based on the results of the investigation and research, theauthor also put forward to specific measures to right the play of network opinion leaders guiding role, including strengthening education, a reasonable guide "opinion leaders" and to strengthen the relevant legislation and enforcement network, according to the pipe network, and build a more open network environment and effective communication and cultivate system online"opinion leaders", strengthen the mainstream of speech etc.. In order to better guide the network opinion leaders, better play the role of the right guide to its application.