| With the rapid development of Internet, the local news sites, besides those at thecentral level, have become the important information senders. Themed by local newsand published by the local news sites, online special reports with internet advantageshave attracted more and more attention. They are able to cover the shortages of localnews reports, provide audience with new experience and improve the influence of newstransmission.Therefore, the special reports have been an initial way for the local sites to developbrands and improve news influence.The paper reviewed the history and summarized the current situation of the local newssites, taking one of them, Chongqing’s portal website CQNEWS as an example, andanalyzed the way of online special reports to select a topic, arrange columns and set theagenda.The paper made the qualitative analysis on the impact of online special report,putting forward that the report influence would come when the audience cognitioncomes close to the direct set by the media.Therefore, in order to maximize the report influence, the paper analyzed audience’scognitive psychology and presented that the online special report is able to set theagenda and excavate the audience’s cognitive schema and then to make the mediaagenda match with the audience agenda. |
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