An Analysis Of The Impact Of Agenda Setting Function In The Web Media On Public Perception In Drug Crisis

Based on the point of view of the web media agenda setting effects on public perception in drug crisis,this paper gets studies by combined models of statistics, the regression equation, content analysis and public opinion surveys. The results of this study are the followings:1.I establish a research model at first.I find two key variables of the network media agenda setting effects on public perception in drug crisis,so called media attention and public attention,according to the three mechanisms in the cognitive level of logic by the role of agenda-setting. Then I build the model by theoretical analysis which best showing the three-tier structure, and making two key variables through which reflect causality.2. Confirm the network media agenda setting influence on public perception in drug crisis, and obtain degree of influence of 0.866 by SPSS's regression analysis.I calculate that the amount of media coverage increased by 10% each, the public attention will increase about 2%.3. Find out some characteristics of network Agenda Setting in drugs crisis and conclude their effects on public perception.(1) Network media issues center on the "disable or control the use of drugs,"which is the most emphasized and most concerned about by the public.(2) Drugs crisis occurs early, the network media agenda setting is still followed the mass media ,whose speeches are closely related to the characteristics of government agencies.(3) The web media is more interested in disclosing official information and is also more significant in agenda setting. However, relatively poor in the disclosure of academia and civil expression, and almost no role in agenda setting on the public.(4) The peak value of the amount of media coverage and public attention reaches within one week after departure. The result reflects that increasing the net amount of media coverage will have a very significant influence in the public "significant" level of awareness.In addition, this paper also has some analysis of the public cognitive needs from the crowd characteristics, source preference, content preference by means of public survey,in order to examine the the advantages and disadvantages of agenda setting.Finally, I put forward some countermeasures aiming to improve the dissemination of drug crisis information by the network medida, guide enterprises adjust the pharmaceutical advertising strategy, correctly guide the public awareness, reduce the social harm in emergency drugs crisis.