Inter-media Agenda Setting Research On Newspaper And Internet Media Based On "a Bit Of China"

In the era of rapid development of economic and technological media, the Internet has increasingly become an indispensable part of the daily life. The rise of the network has changed the traditional mode of media agenda setting, the audience gradually moved toward the dominant position of the disseminators of information from the information recipient. Previous passive audience in the network become more active, positive, and the public main body consciousness constantly strengthen, make traditional mass communication to the newspaper and network interactive multiple propagation mode.In May2012, CCTV broadcast high-definition food documentary " A bite of China ". This study is supported by the media agenda setting theory, makes the documentary as the research object, uses case studies and content analysis research methods, researches the important of object and attributes on " A bite of China ", comprehensively analyzes whether there’re any interaction, interactive process, interactive areas,factors which influence the interaction effect between newspapers and network in " A bite of China " on the agenda setting, explores the the general interactive mode between the newspaper and network and their respective role, to provide referential suggestions for how to strengthen the agenda of the interaction between newspapers and Internet media better and further revealing the promotion of the social democratic political process.The study found that " A bite of China " as the subject itself has its unique properties, it differs from negative reports and emergency reports whice the network audience favored by, the topic itself has a positive effect. In the face of the issues reported with positive effects, newspapers and Internet media should grasp the opportunity to play their respective advantages, reasonable and effective in guiding the integration of public opinion, In newspapers and on the Internet about " A bite of China " in the process of agenda setting, there are two modes:issues from newspapers to the Internet called "consonance effect"; issues from the Internet to newspapers which called "spill-over effect". At the same time, not all issues can be interactive circulation in the agenda of the newspaper and network, instead there will appear the phenomenon of "agenda fracture" and "agenda dislocation". This article summarizes the three basic modes of interaction, newspapers and the internet in some against issues and sensitive issues, the internet can stimulate the newspaper to intervention immediately and set agenda timely, but newspaper is still in the status of "media opinion leaders". The influence of the internet issue can not be separated from the issue which newspaper setting agenda.