Research On Traditional Media Agenda Setting Effect Under Off The New Pattern Media Ecology

Illustrated by the successful operation case ’ Make little Jun Yi’s dream come true’by Sina News in2013, this dissertation applies the content analysis model to the casestudying and tracking, based on the agenda setting theory in the new pattern ofInformation ecology, which attempts to explore the new media agenda setting model.Meanwhile, through the case ’Give help to the old ’ which drove public’s continuousattention, the dissertation takes advantage of Time Series theory to interpret the mediaagenda setting and users· comments sample on Weibo platform. By analyze thedelicate relation between target audience and media agenda setting, tradition media isexpected to emulate and improve.This study concluded that there are fixed mode about the excavation of events,reappearing news and activity offline. The traditional media exerts a significant uponnew media. The audience have been affected by media·s agenda setting at thebeginning of learning what happened. However, when they know more information,the audience have their judgment. Conversely，they also effect medias·agenda-setting.