ABSTRACT
Under the new media environment appears contending phenomenon. That is, instead of directly flowing to the information absorber, the information and some oriented opinions in the network communication first need go through an intermediate links, which commonly controlled by those called “opinions leaders”. By virtue of their rich experiences and knowledge accumulated, people who establish the information could attract information gatherers to follow them and thus making himself in the center position. Those information-establishing people could not only be able to strongly spread the information, but also change the direction of information flow, thus control the direction of public opinion on a large scale. The momentum and the number of participants of some opinions the network are very large, so that on a large scale, there is a lack of information establishment, which turns to be the responsibility of professional information builders.
