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

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