Research On Agenda Setting Of Changsheng Vaccine Falsification Event Of Weibo Of Sina

According to the 43 nd China Internet Network Development Statistics report released by the China Internet Information Center(CNNIC),up to December of 2018,the usage rate of Wechat and Weibo were 83.4% and 42.3% respectively.They ranked first and third in comprehensive social networking,among them,the usage rate of Weibo users increased by1.4 percentage points in December 2017.Meanwhile,according to 2018 forth-quarter results of Tencent and Sina,as of December 31,the number of monthly active users in Weichat and Weibo reached 1.098 billion and 462 million respectively,and the monthly active users of Weibo grew by 70 million compared with the same period.The development of social media based on We Chat and Weibo has brought about a change in the media environment,attracting government,media,websites,enterprises and social organizations have established relevant official We Chat Subscriptions and Weibo accounts,which makes social media have both media and netizen attributes.In view of the difference between the user attributes of We Chat and Weibo,this paper selects the Sina Weibo as the object of study,and according to the difference of the user attributes of Weibo,the user is divided into professional media users,we-media users and mass users.Based on the analysis and study of the agenda of Changsheng Vaccine falsification event,this paper discusses the salience,significant correlation and orientation relationship among the user agendas of each category of Weibo platform.On the premise of clarifying the agenda setting theory,the paper is divided into three parts: the first part is Data Acquisition and Preprocessing of “Changsheng Vaccine falsification event”.As to lay the foundation for the following content analysis,this part introduces the object of study,the operational definition of variables,the source and pretreatment of data,and the processing methods of data.Secondly,it analyses the overall agenda of Weibo and the general situation of the agenda construction of professional media users,we-Media users and mass users from three aspects: communication trend,issue focus(public opinion focus)and communication users.Finally,using SPSS 20.0 software to calculate the relevance of agenda of professional media users,we-Media users and mass usersand then analyses the significant correlation and orientation of agenda among professional media users,we-Media users and mass users by using time series analysis and cross-lag correlation analysis.The results of Weibo user agenda survey show that professional media users and we-Media users are the main disseminators of information in Weibo agenda.The overall dissemination trend of Weibo and the dissemination trend of different categories of users highlight the "four stages and three key points" of public opinion development.The relationship between the number of main users and the amount of information dissemination follows the " two-eight law",and the main user attributes are financial users.The results of the research on the relationship between agenda relevance and orientation of Weibo users show that there is a strong correlation among the agenda of Weibo professional media users,we-media users and mass users in the event of Changsheng Vaccine falsification.We can know from the results that the agenda effect between professional media user agenda and we-media user agenda is stronger,and the agenda between we-media user's agenda and mass user's agenda is stronger.In the agenda-oriented relationship,the causal time-lag between we-media users and mass users' agendas is longer,which is 2-3 days.The causal time-lag between professional media users and we-media users and mass users' agendas is one day.The relationship of agenda setting orientation of Weibo users presents a two-way convective cycle relationship,the user agendas are mutually causal and mutually guided,which means that the dominant position of user agenda orientation is not clear.