The Transformation Between Media Close Right And Agenda-setting

With the development of The Times, new media theory with its constant revision, by people. Along with the social public events, and a series of social events, is the theory of the original and reinterpretation constantly updated. On October 3, 2007, with a sensational news spread, the event of "south china tiger" has entered the public view. Along with the development of new media, especially the increasing popularity of the Internet, the public understanding and to participate in social public events ability increases greatly. Based on this, because of the Internet and hot, in reality, and discuss the question with the news that transcend step beyond the interests of itself, and even beyond academic and border, become the most compelling 2007 China news events and public events.In this study, through the case of tiger incident cases analysis and content analysis, the selection of media close and from the perspective of transformation agenda-setting, trying to study on the basis of existing in the new era, aims to explore background, with media and public near the traditional agenda-setting cause-and-effect relationship between inner and interaction. Thus priming new public agenda, is how to change the traditional pattern of agenda setting. With the old theory, new perspective, new problems.The study of the basic conclusion follows:1.under the background of the network, the public media close, use will become the agenda-setting theory is an important variable of need, The public media nearly used in a certain extent to different agenda-setting function transformation have contributed. The two important factors, the premise is to explore the variables.2. The progress of technology, digital divide in interpersonal communication, the obstacles in contemporary basic ceased to exist. The result of the close of public media rights than at any time to close all true. The traditional media the agenda-setting theory which was reinterpretation, public spontaneous agenda setting the traditional media's agenda. The traditional mode agenda Settings.Of course, the traditional media agenda-setting function, still plays a great role is still dominant. Cases of traditional theory is the supplement and correction.