| In recent years,China's food and drug safety issues have frequently occurred.Public health emergencies such as H7N9 influenza,tainted milk powder,and unqualified vaccines have continuously threatened the public's life and health,and have become the focus of media coverage.Since the outbreak of the SARS epidemic in 2003,the Mainstream Media in China has continuously improved its reporting strategies for public health emergencies,and the reporting level has continued to rise.However,after entering the era of new media,self-media has also joined the ranks of agenda setting.A variety of public opinion forces have launched a fierce confrontation,which makes the overall communication landscape more complicated,and also poses new challenges for the Mainstream Media to play the agenda setting function.This paper selects the Shandong Vaccine Case in 2016 and the Changchun Vaccine Case in 2018 as the sample of public health emergencies.The reports of the People's Daily all-media platforms were selected as the sample of mainstream media's reports.By comparing the characteristics of the agenda setting of the People's Daily's reports in the Shandong Vaccine Case and Changchun Vaccine Case,the paper analyzes the changes and the common shortcomings in the agenda setting of the People's Daily's reports in the two vaccine cases,and use this as a case to derive the agenda setting strategies that the mainstream media in China should adopt in public health emergencies.This paper analyzes the agenda setting characteristics of People's Daily in the two vaccine reports from the aspects of the number of reports,reporting time,report layout,report topics and the sources.After a comparative analysis,it was found that compared with the Shandong Vaccine Case,the People's Daily had some new changes in the agenda setting of the Changchun Vaccine Case.The amount of reports on the new media platforms has increased significantly.The report layout of the paper media is concentrated on the front-page news and the reports form of WeChat is changed from the news abstract to complete reports.In terms of the time of reporting,the media responded more quickly and could follow the trend of public opinion development.The report topics have become more diversified.It added some reports on calling for a thorough investigation of the illegal companies and accountability to the regulatory authorities.In terms of the sources,it has used a wider range of sources,and reprinted a large number of reports from local media and government agencies.But the People's Daily also revealed some shortcomings in the agenda setting of the two vaccines.It mainly reflected in the initiative of agenda setting was seized by the self-media;humanistic care was insufficient,and lack psychological counseling to the public;popular knowledge dissemination was not timely enough and insufficient.Finally,in view of the imperfections in the agenda of People's Daily and the four levels of agenda setting theory,this paper puts forward the agenda setting strategies that the mainstream media should adopt in the public health emergencies in the future.On the level of the effect of agenda setting,the media should protect the public's right to know,and increase sensitivity to related issues,and actively set the agenda;on the level of attributes agenda setting and public-oriented needs,the media should enhance the objectivity and professionalism of the reports,and guide the public to rationally treat this matter and show humanistic care;on the level of the sources of the media agenda,the media should focus on the effect of the agenda integration and avoid the disconnection between the media agenda and the public agenda.Finally,combined with the current mode of mainstream media's operation,it is proposed that the mainstream media should leverage the complementary advantages of various media platforms and establish a communication matrix,forming a pattern of paper media as the center,Weibo as a pioneer,WeChat to complement,mobile APP to broaden the coverage. |
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