Agenda-setting Research Of Public Opinion About University De-administration

With related provisions setted by "the national medium and long-term education reform and development plan outline (2010-2020)"(draft) and "outline", university de-administration has been a high reform hot topic in high education circle.This article focuses on public opinion on university de-administration. According to the main group of public opinion, It can be roughly divided into official opinion, media opinion and public opinion, meanwhile, suiting the policy agenda, the media agenda, the public agenda of the theory of agenda setting. Therefore, using the theory of agenda setting, this paper analyses the formation and development process of the university de-administration to rise to the policy agenda, to present in media agenda, to be discussed on the public agenda and the deep reasons, hoping to improve the democratic, scientific and public identity of the education policy.This article is mainly divided into the following several parts:First of all, the policy agenda of university de-administration. The part mainly defines the policy agenda. It explains how the university de-administration rises to government agenda from system agenda eve,n to policy agenda. And Leadership speech text plays a central role in the operation of the university de-administration becoming formal agenda.Second, the media agenda of university de-administration.(1) It makes a brief explanation about the media agenda and the choice of media sample.(2) Through content analysis and discourse analysis, combining quantitative and qualitative, it analyzes the news public opinion in detail, in order to explore the basic view mass media holding, the focal point and public opinion direction.Third, the public agenda of university de-administration. As while it firstly defines public opinion, and then discusses how the public set agenda by themselves. Finally, it proves how public set the university de-administration issue through the network debate "should the university de-administrate now?".Through agenda-setting theory perspective, The author found that the reason of University De-administration becoming a hot issue is the join forces of policy agenda, media agenda and public agenda. The reason behind Public opinion is the appearance of university public crisis. Public opinion is continuous, indicating university management system reform is imminent.