The Agenda-setting 2.0:Exploration And Thinking Of Attribute Agenda-setting

Agenda setting theory is one of the key theories in the field of mass communication.With the change of the media environment and related research, the theory has been moving in the deeper level development. In the early stages of the theory,the focus is on the impact of mass media to agenda prominence,means the process and results of the object prominence transfer from the media agenda to the public agenda. On this basis, attribute agenda-setting research that according to the specific issues on the agenda becomes the focus of many scholars.And the results of this study showed that the mass media not only can tell public what to know, can also tell the public how to think. McCombs and Estrada said in a 1997 study:"The media telling us both to what and how to are successful ". "Telling people to" reflect the transfer of object prominence, called traditional agenda-setting, or the first level of agenda-setting. "Tell people how to think" is the second level of agenda setting or the popular expression of "attribute agenda-setting".From traditional media to new media, from the attention to issues to focus on issues attributes, attribute agenda-setting theory get continuous improvement and also get new development of theoretical connotation and practical significance. As a typical representative of new media, weibo, is becoming a new platform of "agenda-setting".Its means of information dissemination has transcended the pure interpersonal communication and mass communication, covered with all kinds of mode of transmission of integration.What’s more, weibo users’ ability to set issues have appeared and transcend the traditional media.This paper selected the spread of hot events nearly two years for example, analyzed in these events that weibo,as we-media and social media, is how to set the agenda for the public, and to explore the similarities and differences on agenda setting between Sina microblog to the traditional media.It also try to explore that weibo is how to handle with the relationship between the other medium, especially the relationship between the traditional mainstream media.The thesis mainly consists of four parts. In order to later development provides a clear context,the first part is introduction, including research purpose, significance, research status, research methods and so on. The second chapter from the agenda-setting theory, draw out for attribute agenda-setting definition of the concept, emphatically discusses the object and attribute significant measurement, as well as the influence factors of attribute agenda-setting effect. Third chapter infer to the perspective of relative microscopic, nearly two years the social hot issues of topic selected weibo content as the research sample, sample after the heat of the microblog, quantity, style and presentation as well as the use of high frequency words in aspects of content analysis. Hot topic weibo content presented in the properties as the key research, and the new media and traditional media and which methods are used to highlight these attributes in order to realize the agenda setting. Before the fourth chapter is the analysis on the basis of macroscopic assurance, analysis on the microblog platform, how to set hot topic, and further concludes the generating mechanism of the microblog hot topic. The study found that the formation of Sina microblog hot topic mainly divided into two aspects:one is the subject itself has to attract the public interest and willing to actively participate in topic to discuss the properties of the topic because of its weibo as well as the discussion is higher and more attention, form a hot topic. But weibo background topic of "gatekeeper" through the discussant, type of topic, involves the domain as well as the news value comprehensive consideration, selective topic for rendering. The forth chapter is about the depth of weibo agenda-setting exploration and reflection, through the microblog agenda-setting see behind the media interaction and game of power, and how to realize the function of public opinion.