Impression Management In Public Participation

Based on the theory of impression management,this study mainly discusses how the celebrities’public influence forms on the public field of weibo.The public influence here is defined as the influence of one’s opinions on public events,whose essence is the influence of public opinion.This study try to find out how these celebrities,with different social status,different fans,do the public images,and make influence.In theoretical level,it is a study about the relationship between impression management and public influence,which actually a study on "behavior-effect" of impression management.In realistic level,it tries to talk about the relationship between ability and responsibility in public participation.Result shows that the weibo celebrities’ impression managements have significant effects on public influence.In issue strategies,all celebrities give great attention on catastrophic issues,which can make a great public influence.At the same time,every kinds of celebrities have their own bias issues and bias influence.This may lead to the differentiation of influence on different identities and various issues.In content strategies,it is no longer using "ingratiation"、"competence" more often,but mainly "news communication" and "emotion" strategies.Impression management on public communication is quite different from that on daily communication.Actually,"news communication" strategy has less influence than "exemplification"and "competence".In expression strategies,"trasmit+comment" has become the most common model,which also makes the greatest influence.However,only the media elite and public intellectuals use original articles more often.The study found that,in weibo public participation,there is a big gap between celebrities’ ability and responsibility.On one hand,the number of fans is still the key to public influence.Those who have ability to make influence on public affairs usually hace more fans,such as entertainment stars,internet sensation.Although more public awareness can improve public participation in some degree,the public influence is far less than those who have great number of fans.On the other hand,celebrities who have great ability on public affairs show less responsibility.More fans,less public awareness.What audience give to celebrities is not only strong influence,but also huge pressure.A large number of fans do not stimulate the enthusiasm on public participation,but lead to the selective aphasia instead.However,those who have less ability more likely to express on weibo.Through frequent attention and participation on public events,they make great effort to improve their public influence.The gap between ability and responsibility makes those who truly have great public awareness cannot get response.However,more participation can also improve public influence,bridge the gap,in a certain extent.Celebrities use impression management strategically.They participated in different kinds of issues,which lead to the divided influence on different topics.In other words,in weibo public sphere,how to say is not so important,the key lies in the basis of audience,as well as the choise of public issues and events.Finally,based on previous researches,this study will do some exploratory research.Using multiple linear regression,this study try to start-up the first model of public influence,which may help celebrities’ public influence building,enhance their publicity,and benefit to the construction of weibo public sphere.