Research On Collaborative Agenda Setting Strategy Of All Media Platform Of People’s Daily

In the complex and changeable public opinion ecology,People’s Daily has transformed from a traditional newspaper into a "people’s media phalanx" in the form of all-media.It has improved the effectiveness of media agenda setting and public opinion guidance by means of multi-platform coordination.Its typical experience practices are worth refining and promoting.This paper adopts a research method combining quantitative and qualitative methods,based on the report of "the20 major political issues of the Party Congress" in 2022,compares and analyzes the different characteristics of agenda setting among multiple platforms of paper media,client,Weibo,wechat and Tik Tok in the core part of People’s Daily social media matrix,and comprehensively analyzes the experience strategies of differentiated collaborative agenda setting on People’s Daily’s all-media platform.In order to provide the new mainstream media to improve the ability of public opinion guidance for reference experience.The study found that,first,in terms of reporting time and intensity,the new media under People’s Daily used primacy effect to seize the opportunity of agenda setting.Meanwhile,all platforms could flexibly adjust the intensity of reporting,cooperate with each other to optimize the effect of agenda setting,and summarize the proactive strategy.Second,in terms of reporting information sources and topics,the topic reports on the five platforms are obviously complementary,which reflects the active interaction of agenda within the financial media matrix.Each platform is able to jointly set agenda by combining its own advantages,which reflects the systematism and completeness of agenda setting and adopts a comprehensive guidance strategy.Third,from the perspective of narrative style,each platform has obvious complementarity in narrative form,perspective and language,which satisfies the public’s different information reading preferences,as well as the dual demands of information and emotion,and reflects the emotional communication strategy.In addition,it is consistent in Angle and position,which ensures the unity of stance pattern and emotional tone,makes the integration of the agenda better,and is conducive to consolidating the agenda.The five platforms’ grasp of time intensity,content presentation and narrative style ultimately enables the agenda setting to achieve the best effect.