Study On The Mainstream Medi Agenda-Setting Guring The Social Transformation

Social transition period is not only the period of conflicts and changes in social spiritual culture and values, but also the phase of social rights transfer and benefits restructuring with the features being pluralistic, multi-dimensional, multi-faceted. The internet is especially well-known to be featured as providing multiple platform for discussion, setting multi-faceted topic, building multidimensional public course. Faced with the context of enormous social transition and strong impact of new media, traditional mainstream media must strengthen its social functions of taking voice control, commanding heights of public opinion, and highlighting the core social values. The traditional mainstream media must start its transformation.In this paper, the CCTV are considered as the main study object."Go grass roots" reports covering achievements issues, agriculture-related subject, on people’s livelihood subject, ecological type issues and personalities, public-service activities subject. Highlight the mainstream media’s ability to set up diversified topics. On the basis of the analysis this paper discourses the huge role of CCTV in guiding public opinion, communication core values and practicing mainstream media transformation.The mass media is not only an important source of information, but also important impact source The agenda-setting is the most fundamental expression of media initiative and the awakening of media consciousness. Traditional mainstream media is facing enormous environmental bottlenecks in their process of social transformation. CCTV’s "grass-roots" series of reports contribute in raising mainstream media voice and influence, in avoiding the digestion of audience loss from new media, in strengthening agenda-setting function mechanism, in adhere to promoting social theme and improving advocacy skills.