The Marginal Leaders Of The Crowd Revelry

"Everyone has a microphone","Everyone can become ‘the opinionleader’", which has brought a huge change in the network. The network hasnot only changed the mode of information dissemination, but also changedpeople’s lifestyles. With the development of micro-blog, the freedom ofinformation flow and public opinion activity frequently have affirmed theimportant role of opinion leaders in guiding public opinion in micro-blog.Microblogging opinion leaders are mainly composed of stars, scholars, expertsand the media who have a certain influence in the real world; they occupy mostof the micro-blog discourse power and follow the values of the society. To acertain extent, they can guide the direction of public opinion. Howevermicro-blog provides us with a broad social consensus site, where more andmore voices come together. Entertainment, freedom and individuality fill theentire network world, where brought “the crowd revelry”. In this case, more andmore people can play a role as the opinion leaders, so the "virtual opinionleaders" emerge as the times require.Nowadays this kind of microblogging opinion leaders has not been givenenough attention. As the marginal groups, they are covered by the celebrities’halo, but numerous micro-blog popular opinion effects have proved, they doexist and play an increasingly important role. They have no limit of status andprofessional knowledge. So they can express the voice of public better andpay more attention to cater the public interest, what is easier to bring them into“the crowd revelry”.In this study, this kind of microblogging opinion leaders are been redefined“virtual opinion leaders". The paper firstly analysis the existence ofenvironment of “virtual opinion leaders", as well as the interaction of the virtual and the real word, the change of discourse power and the media technology,which provide the soil of the survival for “virtual opinion leaders". The paperthen compares the opinions leaders of traditional media with the “virtualopinion leaders", there are subversive changes. The role classification andcharacteristics of micro-blog "virtual opinion leaders" are based on a detailedanalysis of above. And the paper also analysis different modes of thinking of"virtual opinion leaders".In addition, although micro-blog "virtual opinion leaders" have positiveeffects on the supervision of public opinion, promoting the dissemination ofnetwork information ecological balance and shaping the brand image, but theyare facing many difficulties in the process of development. In the end, thispaper conducts in-depth analysis on the difficulties of "virtual opinion leaders".These difficulties drive the "virtual opinion leader" to play a more active roleand to disseminate "positive energy".