An Analysis To The Action Of Mass Media In Building Chinese Public Agenda

In the pan-information age, people has established a close relationship with mass media; people's thoughts and behavior is influenced inevitably by the mass media when people thoroughly enjoy the information and amusement brought by the mass media. The public motion and true feelings are released and expressed more than ever before through various mass media. Meanwhile, the mass also begin to be aware of the power of the mass media in respects of information communication and public opinion expression. The customary mouthpiece of the government will become relatively more public in the formation process of citizen society.By means of setting up public topics, the mass media discovers social problems, creates focuses of public issues and leads the public to pay close attention to the major decisions of the government from more than one angle, so as to ensure the public participation rights in public issues. Secondly, the mass media sets up a platform which may express the viewpoints of the public society. Through mass media, social publics may express their individual standpoints, maintain morality and social justice. The mass media platform has become the major way to express the public opinions. Thirdly, the traditional role of the mass media was called as the"Mouthpiece". Today's mass media is not only the "Bullhorn" from the government to the public, but also a bi-channel of the communication between the government and the public, it has become an important carrier of scientific and democratized public administration.Currently, Chinese society is in the transformation period. In recently years, appealed strongly by the public and concerned and supported by the government, the action of our country's mass media becomes more and more obvious in public agenda setting. By means of setting up public topics, the mass media discovers social problems, creates focuses of public issues and leads the public to pay close attention to the major decisions of the government from more than one angle, so as to ensure the public participation rights in public issues. Secondly, the mass media sets up a platform which may express the viewpoints of the public society. Through mass media, social publics may express their individual standpoints, maintain morality and social justice.This paper, starting from the competition of mass media in today's social situations, makes a multi-analysis to the mass media upon how it focuses on the people's livelihood for the purpose of wining in the competition and further brings direct feedback for government departments, in virtue of theories of Mass Communication, Science of Public Management and Public Policy. Additionally, it attempts to propose the modes and tactics that the government should respond, researches how the government makes full use of mass media to receive information, finds the issues that the public focuses on, thus rises the public agenda to formal agenda, so as to reach its goal that effectively supports the making and perfecting of policies, rules and systems, and build the good image of government, maintain social harmony, stability and progress.In the research, this paper firstly, starting from the conception of public agenda, analyzes the relationship between the public agenda and governmental agenda; Then, entering from the angle of "The public participation in mass media and public issues", discusses 3 topics: the nurturance of public participation awareness, the formation of public participation mechanism and enlarging the request group of public issues; Thirdly, entering into the link of "The direction of public opinion of mass media and public issues", parses the "Predicament of mass media in building public agenda" through some examples, and provides background information for offering proposals in the last section; fourthly, by analyzing "The influence from new media to public agenda", enlarges the research areas of this paper; the last part of this task is the summary and combing to the analysis of foregoing sections, finally, puts forwards feasible suggestions and provides ideas in respect of "Strengthening the action of mass media in building public agenda".