Agenda Setting And Public Opinion Guiding For Crisis Dissemination

Living in today's society, people have been used to be embraced by a variety of crisis events continuously. Since the beginning of 2009, crisis from the "conflagration of CCTV tower affiliated building", to the "collapse of a building under construction in Minhang district", from the "hide and seek scandal" to the "diary scandal of the secretary of Guangxi tobacco bureau",etc, are still remained fresh in our memories. In recent two years, a series of new events took place again which include "my dad is Li Gang","fake academic certificate of Tang Jun", "anti-trafficking mission on microblog (or called Twitter)", "ZhaoZuohai injustice case", "panic buying salt event". These incidents have caused a new round media attention and public discussion.With the rapid growth in Chinese netizen amount, (At the end of November 2010, total number of Chinese netizen has reached to 4.5 million; Besides, according to the estimated size of Chinese Internet market in 2011,the value of this booming market will reach to a number of 137.504 billion yuan, while the total netizen number will reach to 600 million.). Online media, considered to be the fourth dimension media, has become so influential that it plays a significant role in handling with public crisis. From year 2009, another new platform which called "MicroBlog", namely Twitter, came out unexpectedly to the public and became popular immediately. Admittedly, not only the Internet websites, forums or BBS, but also MicroBlog or Twitter, the harmonious status of interaction between traditional media and online media has been presented already. Furthermore, the form and function of the interactions are becoming more diverse and significant.The thesis attempts to study the feature, form and current situation in media agenda setting between traditional media and online media. Moreover, in order to find a solution that these two fundamental different media could cooperate together in guiding right direction of public opinion and giving supervision, this thesis also tries to summarize a regular pattern for the period of interaction and their features.