The rapid development of the Internet has greatly opened up the space for public discourse in Chinese society. But the emergence of the dynamic online opinion platform has been accompanied by growing concerns over what kind of online opinion environment Chinese society needs and how it can capitalize on the dividends arising from the high-tech era.

A recent forum on Internet celebrities' social responsibilities has offered some insights into the way people express their views online. The bottom line for online speech, which was agreed among a group of Internet celebrities, was described as strict adherence to the law, the socialist system, morality and authenticity of information, as well as the protection of national interests, the public's legal rights and interests and social order.

With the proliferation of grassroots reporting in China, people from different sectors of society have amassed online followings and emerged as a new group of opinion leaders. These online celebrities play an important role in shaping public views. For instance, many Internet celebrities called for "rational patriotism" after the outbreak of violent protests against Japan's illegal "purchase" of China's Diaoyu Islands last year.