Study On The Agenda-setting Of International Communication In Chinese Internet Content

With the rapid development of information technology, internet traffic across the national geographic boundaries are increasing. Undoubtedly, the international communication is a hot topic that politician, academics, people engaged in information industry or media at home and abroad had pay more attention about it. In the new situation of international development, in order to make the world better understand of China, it is necessary to construct the ability of Chinese international communication. Agenda-setting theory, as one of the leading concept of communication, has been widely applied to the journalism since 1970s. In the age of the Internet, the network media has been constantly growing which become the main channel of International communication and also affected the international agenda-setting to some extent.This paper is based on the agenda-setting theory, analysis and discussion on the content of international communication ability, describes the objectives and principles of it, and analyzing the influencing factors and propose the four agenda models, including government decision-making, public participation, independent media and the multiple interactions. In addition,this paper take ten website as examples and summarize the existing problems in Chinese internet content. First, negative news reports still exist many obstacles and limitations. Second, the set of news agenda topic is relatively simple and lack of "Chinese characteristics". Third, the view from the word did not pay attention. Fourth, discourse structure and form also weak. In problems of the agenda-setting in Chinese internet content, the author thinks that can be solved by the following ways:first, to perfect the content of agenda-setting, to grasp the initiative to enhance the interactive agenda; Set the " Chinese perspective" and implantation "China gene ",Fit the information needs of audience to track the information focus, into the world of discourse system and set the news narrative framework; Second, to improve the main agenda-setting, to improve the main agenda, cultivation the globalization of international communication talent, absorbing the experience of management talents, introduction of professional network technology talent; Third, set up perfect channels on the agenda-setting, propagation characteristics of the network media, innovation of mechanism and make international brand effect.