Study On The Agenda-setting Of News Agencies’ Official Weibo On The Issue Of AIDS With The Perspective Of Health Communication

The issue of AIDS has been a hot topic in the research of health communication.Now there is a vacancy in the related research of the communication of the issue of AIDS on Weibo.Therefore,using the perspective of health communication and agenda-setting theory,this research took the newspaper power list of December 2019 from the media matrix power list released by Weibo as standard,and selected the 1273 Weibo that Top 10 newspapers news agencies’ official Weibo accounts posted from2011 to 2019 as the research samples and then did the content analysis.The research results showed that: at present,the issue of AIDS is less important for the news agencies’ Weibo.The foremost theme of the agenda-setting of the news agencies’ Weibo is report the domestic hot affairs and pay less attention to the media abroad.The emotional attribute of the issue is objective.As for the manifestation,the news agencies’ Weibo accounts usually use a combination of the words,pictures and videos to pass information.By analyzing the data from these news agencies’ Weibo accounts,this paper found that they pay different attention to the issue of AIDS.Although their traditional media backgrounds are different——newspapers of different levels and attributes,there is a similarity in the setting of the issue’s content,the form of the Weibo and the emotional attribute which shows that the agenda-setting on the issue of AIDS of ten news agencies’ Weibo is similar,and the reason is that the mainstream media such as the People’s Daily and the Beijing news plays a leading role with strong consonance effects and weak spill-over effects,Besides,although the effect of the agenda-setting of the news agencies’ Weibo is powerful,there is no direct correspondence between the coverage of media Weibo of the issue of AIDS and the real-world.There are some weaknesses in the agenda-setting on the issue of AIDS of news agencies’ Weibo,such as some news agencies pay no attention to the issue of the AIDS,the agenda-setting on the issue’s contents are unbalanced which makes that health information can’t communicate on time,the agenda-setting is similar and the alternative media is no help,the coverage time focuses on the world AIDS Day,gatekeeper is absent which caused that contents of a part of the Weibo have shortcomings.As media,there is no shirking the responsibility to defect AIDS and realize health communication.Therefore the news agencies’ Weibo should set agenda according to the audiences’ needs to solve the problems existed,the mainstream media should pay more attention to guide the public opinion and the alternative media should improve the ability to post originals,and news agencies should pay more attention to enhance reporters’ literacy by training to be a better gatekeeper.