Political Communication In The Agenda Setting Theory,

Due to the new features of Internet media, the political communication theory which is produced in traditional media condition is facing the challenge. This article studied the agenda-setting theory of political communication, summarized a new network communication mode and paid more attention to the character interaction between the audience and disseminator and Internet media interactivity.Because of revelation of the fact that media agenda can decide the public opinion and public opinion can be affected, even shaped, it has the important theoretical and practical significance for the agenda-setting theory how to improve the effect of political communication by setting-agenda.U.S. presidential election is the centralized embodiment of medium agenda-setting function. During the campaign, the candidates transmit all kinds of in formations by mess media including newspapers, radio and television and set agenda for voters. Through the analysis about the political communication in U.S. presidential election in different periods of history, we found that newspapers, radio, television and other traditional mess media have unequal effect to agenda-setting. But basically the medium is the main of agenda-setting. Media influenced public agenda through the agenda-setting and the whole process is one way to push information to audience without much attention to feedback. The emerging Internet media has the features of interactivity, decentralization and soft-control, which changed the traditional transmission mode from disseminator to audience and made them have no marked difference. In addition, the virtual community makes many phenomenons to appeared including agenda-setting main diversification, the individual agenda and community agenda and so on, which make the transmission mode from"push"to"pull"by audience who receive information initiatively. All of these changes present results that agenda-setting has possibility of complex, agenda-setting may produce positive or negative influence, and some agendas may disappear by themselves.The political communication theory also has important significance in China. Using agenda-setting actively can promote political negotiation and maintain political stability and social development. If we don't pay enough attention to it, it can course many problems, such as political apathy in primary election, unfamiliarity between candidates and voters, and so on.