Research On Weibo Hot Search From The Perspective Of Agenda Setting

With the development of Internet technology,Weibo,as a social media and network platform featuring convenience,communication and originality,is active in People's Daily life.As of June 2019,Weibo had 486 million monthly active users,according to data from sina.com.With the growth of the number of users,the function of hot search on Weibo has gradually become active,providing the majority of Weibo users with up-to-date news and daily conversation materials.Its dissemination content and features are unique,bringing new changes to the dissemination process.In this paper,content analysis,questionnaire survey,literature analysis and other methods are used to conduct in-depth research on the content of Weibo hot search,analyze the content characteristics and framework of Weibo hot search,and conduct research on the spread of Weibo hot search based on the theory of agenda setting,so as to find out the problems existing in the current stage of Weibo hot search and put forward targeted Suggestions for improvement.The first part summarizes the rise and development of Weibo and Weibo hot search,and summarizes the definition,characteristics and functions of Weibo hot search.In the second part,August 1,2019,solstice,September 1,2019 is used as the time period to obtain content analysis samples,and the time period is 8: 00 PM and night two fixed point extraction search from top and bottom of a list of all the hot search,this method obtained 3162 hot search as a sampling frame,and USES the method of sampling structure weeks out of the 714 hot search as a sample,by encoding the hot search content analysis framework,it is concluded that the microblogging hot search content overall more casual entertainment,focused on the star celebrity's activity and the discourse,neutral character is given priority to,star celebrity,most publishers are associated with the ordinary people from the media officer with the enterprise characteristic of the micro.The third part of the agenda-setting theory,study the microblogging hot search with dual agenda-setting effect in terms of agenda setting,with dual mode,agenda setting priorities right to present the characteristics of "grassroots",the main body of the agenda-setting is still have certain fame and influence in the professional media play a major role,as well as the effect of the agenda-setting mainly stay in the first level,which attract the public attention to something.The fourth part ma inly a na lyzes the microblogging hot search in the shortcomin gs in the course of transmission,such as: monitoring does not reach the designated position,the effects of the negative excessive entertainment,uneven distribution of resources,such as "bootleg" entrainment,and pointed to the present stage Weibo out put forward improvement Suggestions from four respects,including: perfect report measures,strengthen the control,as the "grassroots" drainage,reasonable planning and layout,etc.