Research On The Application Of Agenda Setting Theory In The Pseudo Perspective Of WeChat Public Platform

The profound change of Internet technology is affecting our work and life all the time.Different from the "Elite image" created by traditional media,the audience in the new media era seems more like the social media represented by WeChat.The mass users,the huge information reserves and the efficient transmission channels make the social media firmly embedded in our daily lives.With the change of media transmission form,the shift of the audience consciousness and the lower barriers to entry the media industry,the situation of authoritative media organizations controlling public opinion is beginning to change.The business thinking of social media and the highly distracted attention of the audience make the pseudo-environment of social media represented by WeChat Public Platform show a certain distortion and imbalance.Social media abandons the control of traditional media and creates topics and caters to the audience through the mining and analysis of platform data resources on the basis of its own unique logical analysis methods.Consumer-oriented customer treatment enables the audience to have more rights,fewer constraints and better aesthetic experience in the pseudo-environment created by the platform,in order to maximize platform resources and traffic.Based on the pseudo-environment constructed by WeChat public platform,this study uses agenda-setting theory(mainly involving the effect of agenda setting and attribute agenda setting)to analyze the relevant data,and explores the different motivations and interests of the audience in different types of self-media,so as to guide the content production activities of the main body,help the platform further increase the number of existing fans,steadily expand the potential audience groups,and lay a solid foundation for enhancing the influence of public opinion in the future.This study is based on the data of December 20,2017(the day of the judgment of jiangge case),and searches all WeChat texts containing the keyword "iang ge" in the title with the help of qingbo big data website.After eliminating invalid information,this study divides the collected data into three categories:media,institution and enterprise according to the types of institutions shown on the organization code certificate.The difference test and linear regression analysis were carried out for the inner point praise and the eleven influencing factors which involved text push time,text push position,title words,title number,title sentence types,degree of text originality,text related pictures,text related videos,text theme,selected messages and author reply in the three types of public platforms.The results show that the inner point praise of the media public platform is mainly related to text push time,text push position,title words,degree of text originality,selected messages and author reply,and has causal relationship with text push position,title number,degree of text originality,text theme(case extension category)and selected messages;the inner point praise of the institution public platform is mainly related to text push position,degree of text originality,text theme,selected messages and author reply,and has causal relationship with selected messages;the inner point praise of the enterprise public platform is mainly related to degree of text originality,text related pictures,text theme,selected messages and author reply,and has causal relationship with text push time and degree of text originality.According to the results,this study puts forward relevant opinions and suggestions on the development of three types of public platforms from three aspects of "targeted improvement","should be strengthened" and "should be avoided as far as possible".