Research Of The Agenda-setting In Multiple Platforms Of The People’s Daily

This thesis takes the agenda-setting of three platforms for disseminating information of the People’s Daily, weibo and wechat, about the Ya’an earthquake on April20,2013as the study subjects. It selects the news reports about the earthquake in the three platforms from April20to May20as the study sample. It is going to analyze the performances of this three media platforms of the People’s Daily on their agenda-setting of the news reports about the Ya’an earthquake from the view of the issue’s prominence with the application of content analysis method. It will also summarize the characteristics of the agenda-setting in three platforms as well as the common agenda-setting in multiple platforms.The innovative point of this thesis is the study of how a media system uses both their new and old types of platforms for the agenda-setting about a news event. In the classification of the study category based on the prominence of the issues, the thesis combines with the spreading characteristics of different platforms to give a more comprehensive and specific presentation of the agenda-setting in various platforms. The other similar studies is also referenced. The processing and statistics of the sample data comes to the conclusion that there is a strong link between the news reports about Ya’an earthquake in the three platforms for disseminating information of the People’s Daily even though they have different characteristics, and it sets a great complementary capacity upon the common agenda-setting in multiple platforms. The People’s Daily set individual agendas with the application of the diversified characteristics among different platforms, so as to achieve the comprehensive agenda-setting effect about the Ya’an earthquake and maximize the power of the agenda-setting in their media system.In the new media environment, the position of the agenda-setting of traditional media has been challenged. Newspaper should take the initiative to adapt to the environment, continue to take advantages of their own brand and the content and make full use of new media platform to set agenda roundly, in multi-angle and deeply. This thesis studies the agenda-setting of newspaper in the new media environment exactly.