The Research On The Influence Of The Agenda Setting For The Press

Since Maxwell Mccombs and Donald Shaw have published their article《TheAgenda-setting Function of Mass Media》on《Public Opinion Quarterly》in1972, theconcept of Agenda Setting has been oiffcially introduced to the public. The Agenda Setting isone of the most classic theoires in Mass effects, which plays the signiifcant role in theresearch of the communication. The paper hold the view that it is important for the massmedia to carry out the political propaganda by the means of agenda setting that also has thegreat inlfuence to the press in the views of Marxism. With the development of the society, themess media exercise a wide array on the function of controlling and affecting the publicopinion. Therefore, it is of great practical significance to apply the agenda setting theory onthe guidance of the mess media in our country.This paper sets the agenda setting theory as the research subject, aims to ifnd thetheoretical basis for Chinese public opinion guidance, and analyzes the connotation anddenotation of the agenda setting theory, as well as researches the concrete application ofagenda setting theory in Chinese mess media. By applying Marxist views ofj ournalism as thetheoretical foundation and the guidance, this paper makes a thorough analysis with MarxistBasic Pirnciples. From the specific aims of mess media opinion guidance and the condition ofthe development of Chinese society, this article reveals the insuiffciency of opinion guidanceof mess media so as to find the solutions. This research believes that nowadays, the audienceentity has been ignored by the mess media in the process of guiding public opinion, whichleads to the deficiency in the guidance of the public opinion and also has the great impact onthe effects of the agenda setting: the ignorance of the limit of the agenda setting, the functionof the media agenda setting for the public agenda, the deviation of the subjective publicopinion guidance and the objective function of media agenda and the like. With the empiricalstudy on the relationship and interaction of the news reports on the Tencent micro-blog, theHua Shang Net and the Sina News，the research also proposes the theoretical foundation formess media opinion guidance and suggests that it is urgent to apply agenda setting theory inleading Chinese mess media to a more healthy and eiffcient way. The paper has tempted topropose some humble suggestions so as to explore more discoveires and innovations, which is believed has far more to improve.