The Transformation Of Public Agenda In The New Media Environment And Its Effects

Web2.0brings us into the era of new media-based interactive communication.The interactive features of the new media allow the acceptors to choose independentlythe information what they need or want on their own, express their own opinions onthe platform of new media, and even participate in the process of production andrelease of information. The resolution power and the broad participation from the newmedia waken the controlling function of the media to some extent. The position of theacceptors has been enhanced than ever before, the force of the public increasedgradually, the pressure of the public opinions began to influent the media agendaimpact and public decision. The strengthening of the force of the public, which is themain body of the public opinion and agenda, foretell the transition of the publicagenda in the new media environment. It changed the situation that the media set theagenda for acceptors one-sided. The traditional theory of the agenda setting ischallenged more than ever before.Since China is in the social transition phase, many social problems and conflictsbegan to stand out. New media developed and spread rapidly,. The self-consciousnessof the public rises continually. These factors made the power and influence of thepublic agenda highlighted. Many famous new media event and communicationphenomenon happened fluently in China. Based on the background of era andpractical factors, this paper will start from the view of the public, study the publicagenda directly, research this new phenomenon of communication in the surroundingof new media, that is, the transition of the public agenda.This paper used many scientific ways, including the individual case analysis,content analysis, statistical analysis and so on, combined specific instance and data,formulated and illustrated the transition of the public agenda, analyzed deeply thefeatures, usages, form and the pattern of communication, and attempted to figure outand solve the problems, thus, we can know about this new communicationphenomenon and systematically, and developed its positive function.