Agenda Setting Of Wechat Official Account Of The Communist Youth League Central Committee

It has been 47 years since the American communicators M.E.McCombs and Donald Shaw put forward the theory of agenda setting in 1972.From the first level of the original theory of "telling the audience what to think",to the second level of "guiding the audience how to think",to today's shift and update of the focus of agenda setting theoretical research,whether in theoretical research or in application field,it has been It has made comprehensive progress and development.Relying on wechat's huge user group and its convenient and quick social attribute,wechat public platform,based on the new information dissemination technology,subverts the traditional information dissemination mechanism in the past in the information dissemination mode.Focusing on the combination of theory and practice,this paper summarizes the new characteristics of agenda setting theory in wechat public platform communication mode: the enlargement of agenda setting subject,the two-way agenda setting,the diversification of wechat port agenda setting subject,the strengthening of media agenda setting and the weakening of secondary attribute setting,and the re strengthening of agenda setting through message interaction.From the perspective of agenda setting theory,this paper compares and analyzes the agenda and time,frequency,agenda attributes,agenda sources and agenda intensification of the WeChat official account of the Communist Youth League Central Committee before and after the revision of WeChat public platform in June 20,2018.Topics tend to be lighter in recent years,topic expression contains emotional significance,topic expression symbols enhance interest,attribute agenda setting guides public opinion and multiple topic setting promotes interaction.It also combs out its regular agenda release to obtain audience's grasping inertia,enrich visual effect to improve agenda significance,make good use of attribute agenda setting to improve topic significance and audience's demand To promote the development path of agenda integration.Finally,based on the empirical analysis and previous studies,the article concludes that there are deficiencies in agenda setting of the We Chat official account of the Communist Youth League,such as the lack of precise agenda communication,the insignificant effect of agenda strengthening and the weakening of the discourse leading power in agenda setting.It also proposes to enhance the experience of agenda acquisition,optimize the contents of the agenda,enhance the guiding and strengthening agenda ability and the strong agenda setting subjects.The agenda sets up the strategies of improving the leading power of the subject's discourse power.