A Study Of The Intermedia Network Agenda Setting Effect Between Mainstream Newspaper And Social Media In Taiwan Presidential Election

The day of January 16,2016 witnessed a newly-born “President”.On this day,the “presidential” election in Taiwan result showed that DPP candidate Tsai Ing-wen was elected “President” of Taiwan.Tsai Ing-wen and her party use social media strategy flexibly to get support of “Internet Family”.The role of social media has become increasingly prominent.On the other hand,Agenda setting theory has been developed to the third layer agenda setting-network agenda settings.In the third level of the agenda setting level,whether there is still the interaction between the media agenda needs further research.Based on the above realistic environment and theoretical background,This paper attempts to compare the similarities and differences of network attribute agenda between the mainstream media and the social media-Twitter through content analysis,social network analysis and cross-lag correlation analysis,and to explore Whether there is still interaction between media agenda in the level of agenda setting theory,as well as what were the network agenda setting effect between the mainstream newspapers in Taiwan and social media-Twitter in various periods of time on the substantive properties of Tsai Ing-wen.The study found that,in the 2016 election in Taiwan on the substantive properties of Tsai Ying-wen,the two media tend to choose a similar attribute in the construction of meaning to describe the candidate Tsai Ying-wen.The "communication skills" attribute used to describe Tsai at the same time as other attribute agendas in the Taiwanese newspapers and on Twitter,is at the center of both network graphs.Taiwan mainstream newspapers and social media network agenda is relevant to each other and shows interactivity on agenda.In the initial stage of the election,the social media Twitter influences Taiwan mainstream newspapers on Tsai Ying-wen attribute network agenda setting,with the continuous progress of the election process,Taiwan mainstream newspapers and social media Twitter have strong agenda interaction,then the Taiwan mainstream newspaper recapture The agenda of the leading position.This suggests that there is an interaction between the traditional mainstream newspapers and social media at the level of the third-tier agenda,and that social media has the ability to set the agenda for traditional mainstream newspapers.