Study On Audience's Participation Of The Agenda Setting Under The New Media

Making some classical theories of communication effect be enhanced,the new media leading by mobile phone and internet,challenge some classical theory unprecedentedly.It is more important that the new media bring out new subjects deviating from some traditional theories.All these require us to re-adjust our perceptions.So does the famous theory "Agenda-setting Theory".At the time of deciding the thesis topic,the author finds a worthy phenomenon:under the new media,"Agenda-setting Theory"is not only enhanced,but also reveals its deficiency,suffering plenty of questionings and challenges.Meanwhile,the new media make it possible to develop the research subject of "Agenda-setting Theory".On one hand,over the past two or three years,many new media events have taken place in our country(predominantly are network events).One of the biggest distinctive features of these events is the broad participation of the general public,which makes the "Agenda-setting Theory"more worthy to study.On the other hand,in the new media era,it is rarely possible for the news& events to occur without the participation of the audience who uses mobile phone and internet.In other words,there is no news occurs without mobile phone and internet at present.Therefore,to discuss "Agenda-setting Theory" under the new media or to use it to analyze the news & events under the new media,we must focus on the "participation of audience".Under the circumstances,through the analysis of many cases,the author makes an in-depth analysis of new features of news & events in the new media era.This body of this thesis is nearly 30,000 words,including four parts. The first part gives a general overview of the "Agenda-setting Theory" and its development and the core definition and distinction of the new media.It is worth noting that the definition on "the core of new media"given in this thesis is not as that defined in the general sense.In the thesis,the author highlights the "participatory" and "interactivity"which are the key features of the new media that excluding new medias in the broader sense,such as DTV,IPTV and so on.There are two reasons:1.new media in the broader sense are unable to let the audience transmit their opinions.Therefore,the participation of agenda-setting becomes meaningless;2.Essentially,they still make no distinction from traditional television. In Part Two,the author analyzes the "Agenda-setting Theory" by taking an event in the new media era for an example in order to compare the conclusion with the event in the new media era.The author thinks the comparison is necessary,because:1."Agenda-setting Theory"originates from the traditional media era,and is constructed based on the events in the traditional media era.Therefore,some basic theories can be concluded from this part.Actually, in the following two parts,these basic analyses are used to do deeper comparison and wilder expansion;2.The "Agenda-setting Theory" is constantly developing.Only through the comparison,the developments and new challenges can be seen.Part Three and Part Four can be regarded as the two parts of the issue.Part Three puts emphasis on the parts worthy of reflecting of participation of audience appeared in the new media era.Part Four presents the phenomenon worthy of acknowledging and promoting. Actually,these two aspects are the features of the "Agenda-setting Theory"in the new media era and what need to be perfected and enhanced.It notice that the analysis in Part Four is more specific and goes deeper than that in Part Three.Because the author thinks that the goal of this thesis is to find problems and to solve them.These problems covers variety of subjects and the author will do his best.On the choice of example,the author not only discusses the cases,but also does the deeper analysis.Some cases do not originate from the new media,but has connections with it.The author thinks that they can produce a three-dimensional effect.In short,facing the constantly changing new media,no matter practitioners or researchers need to adjust actively,or whether it is still a theory and practice researchers need to adjust through active or change the academic angle of view,or reconstruct the theory,by which the advanced media concepts can be got.The significant reform on traditional communication theories and bringing forward the new train of thought are the goal of this thesis.