Research On Agenda-setting Function In Modern Interactive Communication

Today, in the age of information and internet, the media and public life have become inseparable. Communication of information is everywhere, like the air and water. However, because of limited resources and the factors of the public themselves, the previous mass media was always one-way flow of information. The authority and population makes the media affects the way that people observing and understanding the world in certain degree, and affects the values of public members too.Along with the development of our reform, opening up and the progress of society, the media environment is also undergoing changes imperceptibly. These changes have reached the extreme because of Internet. Environment changes of media, audience awareness and the support of network, all these factors made the mass media to achieve interaction between communication and audience, interactive communication has become a fashionable term of the times. Meanwhile, we can also see that the traditional media -- newspapers, television and radio, in content and form, from management to operation, are converting in the direction of interactive communication. Interactive communication promote further integration of traditional media and network, urges the media transform form "broadcast" to "narrowcast", makes the media to achieve further enhance of audience's awareness, the awareness of equality, the sense of service, make the audience to enhance initiative and to share transmission rights.Agenda setting theory– the strong results theory of previous mass media, has also undergone a change in this great environment. The change of mass media environment makes this function of the media appear and disappear from time to time. Especially, agenda setting show more unique features in the transmission network.This paper is mainly focus on the agenda setting functions in modern interactive communication. Based on the research and study of XieXinzhou, the vice president of Journalism and Communication institute of Beijing University, and the study of a doctor of Journalism and Communication of Beijing People University, this paper firstly indicates that nowadays'interactive communication can not fully determine audience agenda, the audience have a large affect on the media agenda; Secondly, the author analyzes that the agenda setting in the transmission network being exist in a unique form. This form is no longer visible among the media and the audience as usually is as before; Features of the network determine the characteristics of the network agenda setting. Through detailed analysis, the author reaches the four distinct features of network media agenda. They are also differences between network media agenda setting and traditional media agenda setting. Finally, through some concrete examples, the author explores the future development of the agenda setting from a macro perspective, and put forward his own viewpoint.In the introduction, the author puts forward a summary of the environment of current media, and various different views on agenda setting theory in this environment. This paper is divided into four main parts, and these contents are described as follows.In the first part, the author defines the concept of interactive communication. Through analysis of interactive communication concept which promoted by Marx and other western scholars, the paper defines interactive communication from the perspective of main body interaction. Meanwhile, by reading a lot of literature, the author divides modern interactive communication into two categories, and indicates clearly which type the interactive communication discussed in this paper belongs to. After this, the author introduces the features of traditional interactive communication and modern interactive communication, and the differences between them. And then indicate that modern interactive communication is the true meaning of two-way interaction. Interactive communication is increasingly favored by the media, meanwhile, the main body status of audiences are becoming increasingly obvious. The audience's influence on media agenda made is more and more great. Sometimes, audience agenda can determine the media agenda in the network communication.The second part is the main body of this paper, this part mainly discusses the form and feature of network agenda setting. First, the author highly summarizes the agenda setting of traditional media, indicates that traditional media is no longer play a strong role in agenda setting, but a role only in a small area. The author analyzes the status in which network agenda setting exists. Through the study of XieXinzhou's examples, the paper reaches the conclusion that agenda setting in network media exists, but the influence is not obvious. After that, through theoretical research, the author summarizes five performances of "soft form" in the network agenda setting. Finally, the author also summarizes the features of network agenda setting: society creates topics, topic covers a wide variety of topics, the derivative of these topics is powerful, and the duration of the influence is very short. The author analyzes the reasons why these four characteristics arise. Each feature has been caused by a number of factors, and these factors are determined by the characteristics of the network. So the characteristics of the network agenda setting are ultimately decided by the nature of the network.In the third part, the author starts with two examples of the United States and South Korea, indicate that audiences of today can write and press news completely independent using modern equipment. The power sharing of transmission is not a special case of the United States and South Korea. The rapid expansion of audiences'power sharing will find in every corner of the network. The authority of media has disappeared in the internet communication. In the new media environment, all agenda are expanding in varying degrees, the distinction of these agendas have become increasingly blurred, in this case, the media transformed towards the agenda integration of the space age.In the final conclusion, the author integrates the contents of this paper, and put forward his own viewpoint: media agenda setting is gradually fading out in the agenda integration, and is transforming into other forms and being exist among the media and the audience.