Reversed Agenda-setting From Microblog Self Media To Traditional Media

Agenda-setting Theory has been changing all the time together with the constantly varying media environment,especially in the contemporarily new-fangled “We Media” times where the channels and subjects of communication are mingled into one unit.Therefore,who used to be negative audience or simply receivers having limited freedom to talk about what is going on are now reversing to the opposite as positive and sensible news makers and reporters.This paper focuses on the controversial issue of “Heyi Hotel Event” to spread the whole series of analysis.Each micro web content of the victim girl will be crawled and analyzed.Meanwhile the reports over this issue by main traditional media will also be content analyzed.All those data mining processes in this article are designed to test whether Self-reported media on Sina micro web will cause a reversed agendasetting effect on traditional media in aspects of issue and attribute agenda,based on the methodology of Cross-lagged Correlation and Rozelle-Campbell Baseline.Meanwhile,in order to fully understand the reports of the overall traditional newspaper over this issue in much closer details,this paper will also adopt the text analysis,one of the methods of qualitative methodology to complete the above quantitative methodology.This paper comes to a conclusion as: The victim named “Wanwan”did set the agenda of traditional media,without being set by traditional media like before,via the use of her Sina self microblog in the course of this case,and thus the reversed agendasetting from an ordinary citizen to the orthodox media is testified.