Study On Agenda Interactive Research-"Qian FengSheng Sexual Harassment" Case Study

As the media ecology continues to change,the connotation of the agenda setting theory is also iteratively updated,and the traditional "agenda setting" is endowed with more and more new connotations.With the advent of the "self-media era",the traditional agenda setting theory and the emerging media communication channels have collided fiercely.The groups that have passively received information are active at the forefront of the news communication chain,actively using the self-media platform to release information,and leveraging the power of self-media Affect the mainstream media and detonate the public opinion field in a short time,thus affecting the public agenda.In the process of the evolution of the "agenda setting theory",the phenomenon of "reverse agenda setting" of mainstream media by the audience relying on the Weibo self-media platform has gradually become more prominent.The self-media and social media represented by Sina Weibo in the process of disseminating social public issues The effect of agenda setting among mainstream media is more prominent.The article takes Shanghai University of Finance and Economics professor sexual harassment incident a typical case in the Me Too movement as the research object,using the Content analysis method and the cross-lag analysis method focus on the the information dissemination process between the mainstream media and Sina Weibo selfmedia users during the incident,to verify whether there is an agenda setting between the Sina Weibo self-media user agenda and the mainstream media agenda,and the direction of interaction between the agendas of both parties.The study found that during the spread of public opinion,there is a first-level(agenda)agenda setting effect and a second-level(agenda sentiment attribute)agenda setting effect between mainstream media and self-media.In the early stage of public opinion fermentation,the two parties were in a state of being separated from each other.There was no agenda setting effect at the first level(agenda)and agenda setting effect at the second level(agenda sentiment attribute).In the late stage of public opinion events,the flow of the first level(agenda)is mainly from mainstream media to selfmedia.The mainstream media agenda has a continuous and stable influence on the selfmedia agenda.In the second level(affective attribute)of the agenda setting,the direction of emotional flow between the two media is not fixed: in the third lag period,emotional information flows from self-media to mainstream media,mainly manifested as self-media as mainstream media Set the agenda.In the fourth time lag period,emotional information flows from mainstream media to self-media,which mainly manifests that mainstream media sets an agenda for self-media.Therefore,in the entire process of public opinion development,the agenda setting between the media of both parties is a relatively dynamic and alternating process.The final article based on the research conclusions provides possible suggestions for promoting the positive interaction between mainstream media and self-media audiences.