Intermedia Agenda Setting Research On Newspapers And Internet Media

The rise of the internet established the dominant position of the audience, which also changed the disseminator-centric traditional agenda-setting mode. It not only affects the audiences’sort for the importance of the agenda, but also increasingly affects the agenda-setting mode of the newspaper as the representative of the traditional media, changing the environment of public opinion.Using the theory of intermedia agenda setting, this study comprehensively analyzed the areas, patterns, effects and present forms of different agenda between the agenda interaction of newspapers and internet media, with the purpose of investigating the relationship and effects of intermedia agenda setting after the rise of the internet, and further reveal the promotion of the general laws of the social democratic political process and how to play a media cross-media influence to better interact for newspapers and the internet.The study found that, in the agenda interaction process between newspapers and the internet, there are two modes:issues from newspapers to the internet, which is "consonance effect"; issues from the internet to newspapers, which is "spill-over effect". There are also phenomenon of "agenda fracture" and "agenda dislocation ", which to some extent, affect the inter-media agenda setting effect. This article summarized three basic modes of agenda interaction between newspapers and the internet and pointed out that the internet has expanded the range of topics and influence of the newspapers. Especially in some against issues and sensitive topics, the internet can promote the newspaper’s intervention, but newspapers still play a dominant role as the media opinion leaders. This study summarized two ways to improve the effects of agenda interaction between newspapers and the internet:1. To improve the newspapers’consciousness of involving in the agenda interaction;2. To further purify the Internet environment.