A visit to a Chinese city of any size – looking up at downtown billboards, riding public transport, shopping at a mall – is to be in the presence of a Chinese celebrity endorsing a product, lifestyle or other symbols of “the good life.” Celebrity in China is big business, feeding off and nourishing the advertising-led business model that underpins the commercialized media system and internet. It is also a powerful instrument in the party-state's discursive and symbolic repertoire, used to promote regime goals and solidify new governmentalities through signalling accepted modes of behaviour for mass emulation. The multi-dimensional celebrity persona, and the public interest it stimulates in off-stage lives, requires an academic focus on the workings of celebrity separate to the products that celebrities create in their professional roles. The potential to connect with large numbers of ordinary people, and the emergence of an informal celebrity-making scene in cyberspace symptomatic of changing attitudes towards fame among Chinese people, marks the special status of celebrity within China's constrained socio-political ecology. The motivation for this article is to further scholarly understanding of how celebrity operates in China and to bring this expression of popular culture into the broader conversation about contemporary Chinese politics and society.

This article examines the prominence of various user categories as opinion leaders, defined as initiators, agenda setters or disseminators, in 29 corruption cases exposed on Sina Weibo. It finds that ordinary citizens made up the largest category of initiators but that their power of opinion leadership was limited as they had to rely on media organizations to spread news about the cases. News organizations and online media were the main opinion leaders. Government and Party bodies initiated a fair number of cases and, despite not being strong agenda setters or disseminators, were able to dominate public opinion owing to the fact that news organizations and online media mainly published official announcements about the cases. Media organizations also played a secondary role as the voice of the people. While individuals from some other user categories were able to become prominent opinion leaders, news workers are likely to be the most promising user category to challenge official propaganda.