Research on the Correlation and Communication Effect Between Media Agenda and Public Agenda from the Perspective of Network Agenda Setting

Take Weibo of the Mainstream Media Related to “Ding Zhen” as an Example

DOI

10.2991/assehr.k.210617.071How to use a DOI?

Keywords

Agenda Setting, Ding Zhen, Mainstream Media, Media Agenda, Public Agenda, Communication Effect

Abstract

In November 2020, Ding Zhen unexpectedly went viral online because of a video clip, which sparked heated discussion among netizens and attracted the attention of the mainstream media. Through “Ding Zhen”, the mainstream media has made a series of agenda setting, and then constructed the characteristics and memories related to Ding Zhen in the minds of the public. In order to explore the correlation between media agenda and public agenda related to “Ding Zhen”, as well as the communication effect of mainstream media agenda setting from the perspective of network agenda setting. Through adopting the research methods of big data analysis, text analysis and content analysis, this research studies the Weibo content and comment content of the mainstream media related to Ding Zhen, and divides the mainstream media agenda into six categories, and the public agenda contents match them. It is concluded that the mainstream media agenda in Weibo is related to the public agenda, and the mainstream media agenda setting in Weibo has achieved good communication effects, which has increased Ding Zhen’s influence microscopically, promoted the solution of a series of social problems such as poverty alleviation macroscopically, and promoted the development of Litang local tourism economy in the short term. However, in the long term, it is still necessary to consolidate the achievements of poverty alleviation and strengthen ethnic unity cultural education, so as to realize the sustainable development of remote areas.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Yaqing Zhong
PY  - 2021
DA  - 2021/06/20
TI  - Research on the Correlation and Communication Effect Between Media Agenda and Public Agenda from the Perspective of Network Agenda Setting
BT  - Proceedings of the 2021 2nd International Conference on Mental Health and Humanities Education (ICMHHE 2021）
PB  - Atlantis Press
SP  - 236
EP  - 242
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.210617.071
DO  - 10.2991/assehr.k.210617.071
ID  - Zhong2021
ER  -