Study On Attribute Agenda-Setting Under The New Media Background

The emergence of agenda-setting indicate the fact that our judgment of the important events and their importance are influenced by the mass media most of the time. While the attribute agenda-setting puts more emphasis on the detailed part of these events, the attributes stressed will influence the public’s opinion of these events when the media reports some objects.Relying on its unique advantages, microblog has changed the form of the network spread and served as the platform of the network information since its birth. On the basis of the source of information and accountability of the traditional media agency, the microblog launched by the media organization plays an important role in the information transmission for network.Despite the study of the mircoblog agenda-setting at home, the research of the attribute agenda-setting of the microblog is rare. From the micro-perspective, the paper adopts the Sina microblogs as examples and makes a comprehensive analysis of the hot topics and tries to study the attribute agenda-setting of the microblog.The thesis is composed of five parts. The first part is the introduction which covers the purpose and significance of the study as well as the status quo and method that provides a clear picture for the following parts. Discussing the theory related with the agenda-setting, the second part makes the detailed presentation of the factors influencing the attribute agenda-setting and the features. From the five representative media organizations like Chinadaily microblog, financial network microblog, phoenix TV microblog, the microblog of Voice of China, the microblog of the Newsweek in Sina microbolg, the Spring Festival Gala, the annual event and Ya An earthquake, the devastating sudden disaster are selected as the subjects. The third part and four part sample the content of the two hot topics in microblog and analyzes the quantitative distribution, the time and form of its launch and focus more on the attribute analysis and how these attributes are established and become prominent. The fifth part makes a contrastive study based on the previous two chapters. It is found that the attribute agenda-setting tend to be the same of the selected two topics in the sample media organization microblog while the topics of the different nature affect the way of the attribute agenda-setting by the sample media organization microblog which has the close link with the parent media. The attribute of the high correlation and the emotional resonance from the audiences as well as the controversial or negative attribute can arouse the particular emotional resonance from the audiences in the attribute agenda-setting.