| Our nation is a big tobacco-producer, it is also a big tobacco-consumer .There are 1.1 billion smokers in the world, in which three hundred and fifty smokers live in China. Smoking increases the dangers of cardiovascular and cerebrovascular diseases and respiratory diseases, second-hand smoke is bad for other people. With the raising of recognition for smoking disadvantage, lots of nations'health department carries out anti-smoking campaign, but there are too much smokers in China, the social atmosphere of give tobacco mutually and make tobacco as gift is very serious. So it is difficult to achieve the goal of providing general protect for avoiding contact smoke, therefore waking-up people's sense of crisis is urgently.Mass-media is the main maker of social information atmosphere, which how to set agenda and how to show agenda is directly influences audiences'cognitive structure and the development of tobacco-free environment. The paper studies the situation of agenda-setting on tobacco-control between Chinese and American mass media, and analyses the differences and the same point between them, then trying to advise for Chinese media's agenda—setting on tobacco-control. and are the most representative mass media of the two country,"Framework Convention on Tobacco Control– FCTC"took effect in January 9th,2006,and China government promises to hold tobacco-free Olympic Game, so the paper select sample between January 9th,2006 to August 8th 2008, and collecting 287 samples totally.Quantitative study and qualitative study are the main two studying methods in this paper. The two papers'report both focus on the"governmental tobacco-free policy"through quantitative study, and the type is mainly news, and the level of fear appeal is very low.'s news resources is simple, contrarily,"New York Times"'s resources is colorfully, it site the news come from governors,experts,people come from tobacco company,smokers and so on. But the two papers no news come from passive smokers, and they hardly focus on adolescent and women smoking.Qualitative study is relay on Framing Theory, the paper mainly discusses what topic is selected by mass media. All samples are divided in to there part, that is tobacco-control framing, dissemination of knowledge framing and tobacco line framing. The tobacco-control framing of the two papers is mainly concentrate on tobacco-control policy. The dissemination of knowledge framing of"People's Daily"is focus on smoking damage, and"New York Times"not only mention the smoking damage, but also mention various scientific results, but both of the two papers not provide effective quit smoking methods."New York Times"more emphasis on the four major tobacco companies'business activity and"people's Daily"less refers to the topic of tobacco line.Through the analysis to the two papers , the study conclude that"people's Daily"not view the tobacco-control as a key topic,. Though"New York Times"put the tobacco-control on agenda, its perspective is narrow.According to the agenda setting situation of"People's Daily"'tobacco-control report, the study consider that mass media should actively build tobacco-control topic, guide to the bad social atmosphere, raise the proportion of health and knowledge topic, change audience's health opinion by the way of popularizing tobacco damage knowledge. In addition, it should improve the level of fear appeal, making audiences really recognize smoking's damage, improving crisis awareness. To achieve good effect, mass media should use various communication strategies, for example, change one-way communication for two-way communication, balance report angle, seek more news resources and use variety of information express forms,... |
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