Mechanism of Opinion Leaders in Influencing the Evolution of Online Public Opinion: A Case Study of the “Fat Cat Incident”

DOI: https://doi.org/10.62517/jnme.202610214

Author(s)

Jian Hu1, Dan Chen1, Yuanmin Feng2,*

Affiliation(s)

1School of Management, Chongqing University of Technology, Chongqing, China 2School of Language and Communication, Chongqing University of Technology, Chongqing, China *Corresponding Author

Abstract

This paper takes the “Fat Cat incident” on Douyin as a case study to classify opinion leaders into four categories: mainstream media, professionals, major online influencers, and grassroots figures. It analyses their differences in terms of credibility, content logic, reach, and role in public opinion dynamics. Tracing the incident through its stages of outbreak, escalation, reversal, and subsidence, the study reveals that grassroots opinion leaders ignite public sentiment through emotional resonance but also exacerbate polarisation and cyberbullying. In contrast, mainstream media employ evidence-based narratives and authoritative framing to achieve correction and closure. Major online influencers take on the roles of information translation, residual bias correction, and value extension in the later stages. The research highlights the dual nature of opinion leaders' influence: on the one hand, they can facilitate rational discussion and problem solving; on the other hand, they risk intensifying polarisation and triggering secondary crises. Moreover, this duality can undergo dynamic transformation throughout the evolution of public opinion.

Keywords

Online Public Opinion; Opinion Leaders; Mechanism of Action; Fat Cat Incident; TikTok Platform

References

[1] Oueslati W, Arrami S, Dhouioui Z, et al. Opinion leaders’ detection in dynamic social networks. Concurrency and Computation: Practice and Experience, 2021, 33(1): e5692. [2] Higashino Cold Ice. A discussion on the rise of online influencers and microblog promotion. Research on Transmission Capacity, 2017, 1(9): 154. [3] Chen Shaobo, Yang Shuai, Liao Wen. Analysis of the characteristics of online opinion leaders and guidance strategies. Leadership Science Forum, 2022(4): 85-87. [4] Hou Zongqi, Shen Jinxia. Analysis of emotional content dissemination in mainstream media TikTok short videos: A case study of the people’s daily TikTok account. China Reporter, 2023(10): 75-80. [5] Lu Yigang. Research on the credibility failure of professional opinion leaders in digital spaces: A case study based on public health emergencies. Sichuan University, 2024. [6] Ding Huimin, Hu Xingxiang. Analysis of the discourse power of internet influencers in the “Micro-Space” of the internet. China Higher Education, 2016(24): 45-47. [7] Cui Kai, Liu Dehuan, Yan Xidi. A study on the path of social capital accumulation among grassroots opinion leaders: An analysis based on Web crawler data from the online food community “Xiaochufang”. Journal for News Journalists, 2020(2): 64-74. [8] Reemira Migiti. A study on the impact of information from grassroots opinion leaders on audience emotional response: A case study of the “Jiang Ge Case”. Shanghai International Studies University, 2025. [9] Xing Jinhui. Research on public opinion guidance by Xizang mainstream media in the new media environment: A case study of the TikTok account of Xizang daily. Journal of News Communication, 2023(17): 64-66. [10] Zhang Yun. A study on the influence of online influencers on national public opinion. Intelligence Exploration Journal, 2018(10): 81-89. [11] Wang chenDan. The role of opinion leaders in the new media era. Today’s Media, 2020, 28(11): 27-29. [12] Chen Qiuyan. Analysis of the “Opinion Leader” function in self-media. Journal of News Research, 2021, 12(15): 161