关键词: 微博, 微博名人, 微博反作用力, 意见领袖

Abstract: Targeting the “counterforce” of microblog，this paper makes a systematic analysis of the formation，performance and effect of the force，and offers some strategic suggestions for microblog users according to the mechanism of “counterforce”. Our research shows that microblog enables the “counterforce” to take effect instantly and universally. The more controversial the topic is，the easier it is for the “counterforce” to take effect. The “counterforce” assumes three forms in performance，which are “agenda setting”，“power field reversal” and “majority silence”. Different types of users tend to use the microblog in different ways. For example，influence of star users’ opinions will be relentlessly amplified because of the large number of their fans. However，the too high expectations put on them in turn result in the fact that they cannot express their own ideas freely. The effective measures to get rid of the influence of the “counterforce” of microblog are to reduce the audience expectation，to reduce the opening degree of microblogs，to increase its professionalism，and to reduce the controversial degree of public topic.

Key words: micro blog, celebrities on microblog, “counterforce” of micro blog, opinion leaders