Analysis Of Network Media's Agenda-setting

Middle of last century, the agenda setting theory spread by the U.S. scientist Mc-Combs and Shaw, suggested the theory to study the effects of mass communication, and in the United States have a great impact. At that time, the rise of new media has not, the object of study agenda setting theory only for traditional media, communication scholars, "the media to influence the audience to withstand impact" transmission mode, on the theory of agenda setting. With continuous innovation and development of science and technology, Internet,3G mobile phones and other new media have appeared, these new media forms of communication have been gradually accepted by the public, the rise of rich people that they receive information channels, which quietly changing the vector-borne environment.The advent of new media, the media environment has become complex and diverse audience in the role of the spread is changing, the ability of traditional media set the agenda in these changes are being threatened. In particular, the network media, the traditional agenda-setting theory was gradually modified and developed. Based on the network media and traditional media agenda setting were compared, using content analysis method to study the agenda setting of the first layer, that is, the media by giving the "issue" with different degrees of significance, so that people on some of the major events of this world and the importance of an impact. Analysis concluded that:first, the traditional media focus on the most current affairs, and online media is more concerned about the network activity at the same time, some are not valued by the mainstream traditional media, online media widely discussed issues raised. Second, the main body of the network change agenda setting, users become the main agenda setting. Internet users can publish information through the network, constantly reproduced by users, causing traditional media involved in reporting, making communication more significant effect, causing more extensive, strong social impact.Third, the agenda-setting change in the way, the network between the media and traditional media set the agenda. Fourth, the agenda set the content changes, online media than traditional media set the topic to better reflect a fair, just, the function of public opinion is more significant. Vulnerable groups are also set in the network media issues, the exercise of the right to speak. Internet media will set the bizarre, entertainment issues, in order to attract audience attention.Based on the theory of agenda setting, network media agenda is set to research, focusing on the network communication environment, the characteristics of agenda setting theory. Dissemination of the main diversification of the main body of agenda setting of course there is also a wide range of features, giving rise to the question, the question appeared to set their ways different from traditional media, new features:First, the network diversity agenda setting of issues, the nature of the network users can be posted on the network current affairs, economy, entertainment and any other content issues, these issues or has been made public, or is not public information; Second, the agenda setting body diversity, the network settings of the main agenda of civilians, and professional media organizations, agenda setting; Third, the network agenda setting is timely; fourth, agenda setting mode multi-channel network, the network news through the treatment to reflect the agenda setting, network co-disseminators and traditional media set the agenda. Fifth, the network with the virtual nature of agenda setting, not only enriched the subject, and gave false information to provide the conditions.Agenda Setting Theory in the network communication environment, draw two conclusions:First, the agenda setting effect of the "delay" is shortened from the traditional media in the weeks reduced within a week of network communication, that communication in the network era of media impact on audiences than the traditional media environment more rapidly; Second, the audience of the media agenda emerged. In the era of network communication between the media agenda setting and the audience becomes more complex, from the traditional media, the media environment changes for the audience set the agenda for the new media environment, the audience set the agenda for two-way interaction with the media.