The Communicating Effect Of Network Coverage On "Yao Jiaxin Case"

This paper takes the communicating effect of network coverage of "Yao Jiaxin Case" as research object, and makes detailed interpretation on this case from the perspectives of textual analysis and audience survey, and, in accordance with classic theories of communication science and scientific method of effect assessment, studies the characteristics of network coverage from the level of communicators and communicating effects from the level of audiences.From the research, it is found that in developing process of " Yao Jiaxin Case ", online Media has made rapid follow-up coverage of this case on the one hand, organized and made use of all kinds of symbol resource to analyze and interpret this case from multiple perspectives in order to set forth the position of the Media; in the meantime, audiences’ feedback brought a great impact on the amount of network coverage, agenda setting, and report tendency.Based on the summary of the characteristics of network coverage of " Yao Jiaxin Case ", the paper, in further accordance with features of online audiences and in combination with data statistics of questionnaires and interview content, analyzes the audiences’ cognition, attitude, and behavior in multi-channel information selection, agenda setting of online Media, and self-involvement and interaction.The paper concludes at last that in order to achieve the optimization of communicating effect of network coverage, Media must proceed in terms of construction of social environment, strategy on public opinionguidance, setting an example for audiences, and other aspects, take effective advantage of features of network itself and its abundant resources, help audiences understand the true situation and at the same time provide positive guidance for the audience’s attitude, mental state and behaviors.