The Conflict Between Media Agenda Setting And Public Agenda

As one of media effects theories, agenda setting reveals the effect of mass media to the public. It tells us that the effect is powerful in the era when the traditional media is popular, the powerful media also should be responsible for the interest of the public.With the development of technology, the network era is coming. Some people predict that the agenda setting will be vanished. Does the agenda setting still exist in this "fragment" era? If it exists, does it have the powerful effect? How does the mass media influence the public? This paper tries to answer these questions from the network agenda setting.The paper chooses the posts of 2009 focus top-line of Tianya community as an example to answer the questions from three aspects.Firstly, the posts of the focus top-line of Tianya community are classified and analyzed on the basis of the prominent object. The essay discusses the relationship between mass media and the public through taking a wider view in the internet. Finally, the essay studies the relationship between the media agenda and public agenda when going back into the posts.Secondly, the essay studies the notable quality of attribute, and shows more characteristics of agenda setting in network from the following points:attention competition, the orientation of agenda setting in network, time limit for the effect, the dispute and emotion of a topic.Thirdly, the essay studies the result of agenda setting in order to change the agenda setting from"mind in brain" into "true-life",which can give the research more practical meanings.The work uses data study via macro and medium view and textual analysis. view. After doing all these, we have a approximate view of the agenda setting in network.The most important thing the research found is the conflict which is shown in many aspects, does exist between media agenda setting and public agenda. The media agenda setting and the public agenda choose different agendas, have different popularity, attract different attentions and so on.The essay also finds some especial changes in the network, which can be distinguished from the traditional media. The direction of agenda setting can be reversed in the network. The time that the mass media agenda exists in the public agenda becomes shorter. The aspects for the results of agenda setting increases,etc.After finishing all the work, the answers to the posted questions at the beginning become very clear, now shown as follows:In the network era, the effect of the agenda setting still exists, furthermore, it still has powerful effect, these effects will be shown in the essay.