Research On The Impact Of Micro-blog On Policy Agenda Setting

The development of micro-blog is only a few years,but it has a tremendous impact on our society.The citizen can understand the trend of social development,reveal the social problems,pay attention to the government information,expresses the interest request through the micro-blog.The whole society has set off a "micro-revolution" quickly since the advent of the We-media as a representative of micro-blog and the significant improvement in the quality of the public network.In micro-blog,everyone can voice,everyone is the media,the most common people have the right to speak.It can be said that micro blogging opened the "mass microphone era." It means that the traditional mode of communication has undergone a major change:the media is no longer the only source of information;the public can also grasp firsthand information and the social problems can be presented in front of the public immediately.In the micro-blog,ordinary individuals can raise public issues,and remarkable events can enter the government's vision,thereby affecting the policy agenda setting.This is difficult to achieve in traditional agenda settings.With the change of media environment and communication mode,the interactive relationship between media agenda,public agenda and policy agenda has changed,and the traditional agenda setting theory may not be applicable to the new media environment.In view of this,this paper tries to explore how the microblog affects the policy agenda,and how the media agenda,the public agenda and the policy agenda interact.The paper thinks that individual and community agenda is an important source of the policy agenda,and it is necessary to study the role of individuals in the public agenda and the media agenda.Micro-blog provides an important channel for the establishment of the policy agenda,and has a great spread effect.The main methods of the research are case analysis and the inductive analysis.This paper makes an analysis of the internal and external causes of the influence of micro-blog on policy agenda setting and analyze the typical case according to the development of time and logic.Then,the paper summarizes the process of agenda setting in the case,and puts forward a new agenda setting model-agenda fusion model based on the theory of agenda fusion.This model has its applicable macro environment and micro environment,which can be used to define the scope of the model and analyze the dynamic process of policy agenda setting.According to the interpretation of case study and the reality of our society,this paper discusses the positive effect of micro-blog in setting the policy agenda and the negative effect.It affirms the positive effect of micro-blog in speeding up the policy agenda setting,shortening the agenda period and accelerating the development of public policy.At the same time,it also points out the problems such as the "false agenda" and improper agenda setting caused by the micro-blog information gap,the false information and the improper participation of citizens.To solve these problems,we should improve the micro-blog internal and external environment,improve citizen participation ability,expand the micro-blog channel information communication.We should optimize the path of micro policy agenda setting,reduce the negative impact of micro-blog,to make sure that micro-blog can play a positive role in the future.This article is optimistic about the future of micro-blog's policy agenda,and considers that micro-blog is not only a channel for citizen's interests,but also has positive significance for many aspects,such as the development of China's public policy formulation,the awareness of citizen participation in politics and the modernization of society.