网络媒体的议程设置功能研究——以新华网为例.pdf

摘 要 议程设置理论是传播学基础理论之一，其对研究传播过程和传播效果都具 有相当重要的意义。自1972年麦库姆斯和肖提出议程设置假设以来，议程设置 研究至今已有将近40年的研究历史。期间，议程设置理论不断地被研究者丰富， 拓展，提出了很多创新性的理论，其中包括阿卡普尔科模型、导向需求理论， 探求了议程设置中的偶发条件、第二层级议程设置与框架作用，并且开始探讨 “谁设置了媒体议程”以及考察议程设置的效果等等。本文以国家重点新闻网 站新华网为例，运用内容分析的方法考察新华网议程设置的过程、方法及效果， 通过数据统计以及典型案例分析来证实web2.0时代网络媒体依然具有议程设置 的功能。网络媒体作为“第四媒体”在引导舆论，构建和谐社会方面正在且将 要发挥更为重要的作用。 关键词：网络媒体；议程设置；新华网 1 Abstract Agenda-setting theory is one of the basic theories of Communication, which has great significance on the communication process and communication effects. Since 1972, McCombs, M. E and Shaw, D. L have put forward the hypothesis of agenda-setting, the relevant research has almost 40 years history. During this time, the agenda-setting theory has been enriched and expanded by many researchers and many innovative theories have been brought out, like the Acapulco model and demand-oriented theory which explore the agenda-setting in the episodic condition, the framework and role of second-level agenda-setting, and began to explore who set the media agenda and to study the effect of agenda-setting and so on. This thesis, taking the example of Xinhua news website, which plays an important role in domestic news media, studies Xinhua agenda-setting process, methods and results with content analysis method, as well as verifies that the typical web2.0 era of Internet, has agenda-setting function, using data statistics and case study method. Internet, as the fourth media, is playing a more and more important role in guiding public opinion and in building a harmonious society. Keywords ：Network Media ；Agenda-Setting ； X