Inter-media Agenda Setting Research On BBS And Traditional Newspaper

BBS is an alternative media, but it has influenced traditional medias and traditional media entironment, which calls us to study and discuss the subject of influencing mechanism between BBS and tradition medias in theory.This paper intends to study the agenda setting influencing relations between BBS and newspapers with inter-media agenda setting theory. In the paper, the inter-media agenda setting effect between the two medias isfractionized into the following questions------Did BBS and newspapersinter-influence on agenda setting? Did the inter-media agenda setting relations hold the line from year to year? Did they change with the society's advancement? Which sort of topics can communicate between BBS and newspapers more freely? How did these two medias influence each other? And which media on the earth was the leading actor in the inter-media agenda setting? These questions' study is carried out through a macroview by synthetically using studying approaches of the qualitative analysis and quantitative analysis.The study finds out that the topic can not only flow from newspapers to BBS, which is called resonance effect, but can from BBS to newspaper, called spill-over effect. But not all the topics can flow freely between BBS and newspapers. There also exits some fields that BBS and newspapers cannot shared or inter-acting mistakenly. This paper sums up four modes of inter-media agenda setting between BBS and newspapers. On the counter or subtle topics, BBS can stimulate newspapers to join in the discussion. But most of the time, newspapers act as the "opinion-leading media" and play a dominant role in the inter-media agenda setting process. What's more, if the virtual discussion in BBS want to turned into reality and effectively influence the society, it needs supports from the actual medias like newspapers。...