Reporter Weibo Agenda-setting Research

In2009, microblog or weibo has made,along with its magnificient impact,its official step into Chinese cyber world. Soon, professionals working for themainstream media has gradually opened their own microblog accounts,Additionally, thanks to its advantages, microblog has already become a usefultool of agenda-setting for people in the media circle. Weibo and othertraditional methods interact and compete one another resulting in some newemergence in agenga-setting.Media professionals nowadays are able to takemicroblog as a platform to integrate information and better setting andpromotion as well. Plus, by means of its various and mighty virus and fissionalike transmitting characteristics, media workers can maximize the value ofcommunication and the significance of the agenda.The thesis aims to concentrate on effect of agenda-setting of weibo,tryingto deliberate the research questions as follow：First, what is the definition of media exclusive weibo? How does it workand what is the status quo of these media exclusive microblogs?The authorwell draw a whole picture of media exclusive weibo and analyze the relevantquestions and phenomenon in its transmitting process.Furthermore, the author is about to make a comparison between weiboand other medium especially form communication perspectives in order toreveal how Chinese media professionals make their agenda-setting.By theapplication of case analysis, the author will put forward the discussion on therelated divergences between the conventional weibo and journalist weibo interms agenda-setting.This paper mainly constitute into four parts: in the first section consist ofresearch into microblog for media peoples, this includes the definition of whatmakes a microblog for media people and the current development status ofmicroblog journalism. The second part will consist of a comparative study on the application of microblog for journalists. Starting from the main theme ofweibo, its content, its targeted audience and broadcast effect, undertake acomparative analysis between a journalist’s microblog and the average user’sweibo, looking into the differences and similarities between the two, drawingconclusions from the problems in the agenda-setting process. The third partconsists of the analysis of case studies involving real life microblog for mediapeoples, and by looking at typical examples of microblog for media peoples,analysis of its content and specialties will be done. The final part shall look atthe problems with the current status of weibo. The author shall summarize reallife problems associated with agenda setting in microblog and provide benignsuggestions moving forward.