The Function Mechanism of Opinion Leaders in China's Political Communication —— Taking the "H&M Boycotts Xinjiang Cotton" as an Example

Abstract

Opinion leaders play an important role in the traditional public opinion field. in recent years, with the rapid development of China's market economy and Internet technology, people's awareness of political participation is increasing, and network opinion leaders also emerge as the times require. This paper takes Sina Weibo platform as the research object, revolves around the incident of Hubm boycotting cotton in Xinjiang, divides Weibo opinion leaders into three categories: entertainment stars and other public figures, official government or mainstream media Weibo, and self-media Big V, analyzes the role of all kinds of opinion leaders in the process of public opinion development, and then analyzes the role mechanism of Weibo opinion leaders in political communication with the theory of "psychology-behavior".