Exploring the effect of Weibo opinion leaders on the dynamics of public opinion in China: A revisit of the two-step flow of communication

Abstract

Using a random sample of posts on Weibo, this study content analyzes the extent to which Weibo opinion leaders’ tweets are associated with the shifts and variations of public opinion—in terms of topic salience, emotional reactions, agent of responsibility, motivation for condemnation, rhetorical techniques, conviction of blame, and emotional intensity—in the case of the Tianjin Explosion. Building upon a burgeoning research agenda examining the role of Chinese Weibo in the context of two-step flow, this study found that opinion leaders generally reinforce Weibo users’ subjective assessment (e.g., attitudes and emotional responses) of the incident. An overwhelming sleeper effect is also observed in that most posts by the opinion leaders did not contribute to peaks until 2–3 days later. All opinion leaders achieved between one and three peaks.