The Comparative Study On Agenda Setting Of Media Microblog

In recent years, the study of microblog is developing from briefly intruduciton ofits mode of communication to depthly analysis on its increasing phenomeon by theuse of communication theories. Meanwhile, media microblog is gradually becomingthe "opinion leaders" in the microblog environment.This papar set the perspective on the agenda setting of media microblog,combined with relevant literature review of agenda setting theory, media agendasetting, and microblog communication. Through the methods of content analysis,comparative analysis, and data analysis on Sina micorblog of People, iFeng,Caijingand The Wall Street Journal(CN) as samples,this paper studys the difference of agendasettings between Chinese and foreign media microblog,according to three classes ofvariables such as media microblog structure, topic content and topic property, andthen analyzes the main factors affecting audience behavior to media microblog andlook for their similarities and differences on how they work.The main conclusions of this paper are the following four aspects:.1) Both Chinese and foreign media have significant preferences in microblogagenda setting. There are significant differences on microblog structure and topiccontent of different media but their topic properties are not significantly different.2) This paper finds the main factors that influence audience behaivor ondifferent media microblog. The results show that, to all media, the richness ofmicroblog structure influnces the degree of audience attention, comment andrecognition. Report object, content and topic properties are the main factors thatinfluence the agenda setting effect of media microblog.3) This paper also finds that the same factors that influence audience behaviorresult different effects on Chinese and foreigh media microblog. It is found thataudience behavior shows consistent performance on the report content of differentmedia microblog. But this two variables as report object and topic properties lead ainverse relationship on the degree of audience attention, comment and recognitionwith Chinese and foreign media microblog.4) This paper tries to give advice to Chinese government on how to manage themicroblog environment. By comparing the differences between Chinese and foreignmedia microblog agenda, this paper presents suggestions for our current microblogmanagement: First, our mainstream media should further close to the public issuesand play a role in guiding public opinion. Second, our governmnet should not set toomuch mandatory supervision to foreign media microblog. Trying to respond andcheck the characteristics of foreign media agenda setting, the domestic media shouldbe encouraged towin the audience by using targeted agenda setting. Thereby we canestablish a network communication environment which meets the need of our societydevelopment.