议程设置理论与后大众媒体时代的民意研究

关于媒体与民意的理论大部分提出于 1 93 0到 1 980年之间 ,这是一个仅仅拥有传统信息选择方式的时代。麦库姆斯和肖 (1 972 )最初提出议程设置理论时 ,用北卡罗莱纳州的教堂山 (ChapelHill)社区作为研究对象 ,而现在那里的媒介使用情况也已经发生了巨变。当我们迎来议程设置理论提出 3 0周年的时候 ,教堂山的受众现在面临的信息选择令人惊叹。在 2 0世纪 90年代 ,肖提出 ,美国的大众媒介已经经历了“兴和衰”(riseandfall)。肖认为 ,大众媒体时代结束于 2 0世纪 80年代。议程设置研究是否能像之前的 3 0年那样 ,继续开展下去 ?当受众使用着上百个信息来源时 ,议程设置和民意研究会产生何种变化 ?这是本文将要回答的问题     

议程设置的第二层与媒体政治——从《事关重要的新闻》说起

本文通过分析艾英戈与金德的《事关重要的新闻》 ,讨论了这本书在议程设置理论发展中的重要作用。它不仅通过实验的方法从内在效度上印证了议程设置 ,而且促进了议程设置第二层的研究。本文结合该书突出贡献———铺垫效果的评介 ,兼对其理论来源与意义进行了梳理 ,并以此为出发点 ,探讨了议程设置的第二层研究。最后 ,强调了电视的政治传播方面的意义和议程设置理论在中国的适用问题。     

国外新媒体环境下的议程设置研究

新媒体环境下媒体的议程设置功能是否依然有效是议程设置研究领域中迫切需要回答的问题。国外学者近年来对这一问题的研究主要集中在两个方面:一是检验新媒体环境下媒体对受众是否具有议程设置的功能,二是检验新媒体环境下的媒介间议程设置效果。现有研究表明,在新媒体环境下媒体对受众具有议程设置功能;网络媒体与传统媒体之间、网络媒体自身之间存在媒介间的议程设置效果。     

The Second-Level Agenda-Building Function of the Xinhua News Agency

Mediated public diplomacy scholarship investigates the manner in which governments attempt to shape the framing of its leaders, people, and foreign policy in other nations’ media outlets. A growing body of literature identifies agenda-building efforts by these governments who often use state-sponsored media platforms to promote some issues and attributes as more salient than others. The current study provides a unique examination of China's use of its Xinhua News Agency as an information subsidy for US news outlets. Study results point to a limited transfer of issue salience between the Chinese news agency and the US news outlets. Non-significant findings were identified regarding attribute agenda building. The results of the study identify a significant intermedia agenda-setting effect between the US news outlets, with The New York Times serving as a conduit between Chinese and US news agendas. Results are discussed in the context of global political public relations and mediated public diplomacy scholarship.     

Current Critical Problems in Agenda-Setting Research

After experiencing steady development over the past three decades,agenda-setting research appears to be in a period of flux. Thispaper discusses three current and critical problems that agenda-settingresearch has been facing recently: the problems of process,identity, and environment. These problems are critical becauseeach has implications that might call into question the valueof agenda-setting theory. The process problem concerns the natureof the agenda-setting process, specifically, the degree to whichthe agenda-setting process is automatic and unthinking. Theidentity problem asks whether the new concept of attribute agendasetting will become indistinguishable from framing or traditionalpersuasion research. The environment problem asks if the developmentof communication technology and the subsequent growth in thenumber and variety of news outlets will minimize the impactof media agenda setting at the social level, leading to fragmentationof the public agenda. After examining each of the problems,I suggest that the agenda-setting perspective is still worthpursuing, and I present an agenda that agenda-setting researchshould address for its future development.     

Testing Generational,Life Cycle,and Period Effects of Age on Agenda Setting

This study explores the relationship between age and the media's agenda-setting effects both by cross-sectional and longitudinal analysis. Using American National Election Studies surveys and the New York Times Index data from 1960 to 2004, we test three possible effects of age on the agenda-setting process: generational, life-cycle, and period effects. Findings show the public agenda is fairly stable across generations and age cohorts despite increasing signs of media diversification and audience specialization. More important, different generations’ agendas were overall correlated with the media agenda in each year, indicating robust agenda-setting effects of the media on the public, except for baby boomers. The findings generally support the hypothesis of period effects. Implications of the findings are discussed.     

Media Bias,Public Opinion,and Policy Liberalism from 1956 to 2004: A Second-Level Agenda-Setting Study

This study aims to explore second-level agenda-setting at the national level. In particular, it examines the relationships among the citation bias of the New York Times, national level public opinion, and Congressional policies from 1956 to 2004 in order to better understand mass media's role in national policymaking. In addition, it also tests one important intervening variable of the relationships among the three attribute agendas (the media agenda, the public agenda, and the policy agenda)—the president's policy liberalism.     

Selective exposure and agenda setting: exploring the impact of partisan media exposure on agenda diversity and political participation

A deliberative democracy calls for citizens who are well informed about a diverse range of public issues and a media system that shapes the public agenda for deliberation and consensus building. However, with the current proliferation of a high-choice media environment, citizens can engage in partisan selective exposure by only consuming news that matches their own political attitudes and dispositions. This study examines two under-researched effects of partisan selective exposure: (1) the reduction in the number of societal issues that individuals consider important (i.e., nominal agenda diversity) and (2) the reduction in the variety of issues (i.e., thematic agenda diversity). A national survey was conducted in Hong Kong, a transitional democracy with a highly partisan media environment. The results showed that although reading more newspapers is positively related to nominal agenda diversity and thematic agenda diversity, citizens who receive their news only from partisan newspapers are less likely to be interested in a range of public issues and are less able to name pressing societal issues. Moreover, both nominal and thematic diversities predicted political participation, though not political discussion. The findings provide supporting evidence that partisan selective exposure can lead to a fragmented public agenda.     

基于上下文语义的网络议程设置研究——以红黄蓝事件为例

基于共现分析的网络议程设置研究从认知心理学的角度出发,分析媒体议程与公众议程网络,更加贴近回答李普曼所说的“我们脑海中的图景”,但该方法只能体现议程网络中关键词间的显性关系。本文提出通过基于上下文语义的word2vec模型,测度网络议程设置中关键词隐性关系的研究方法。以“红黄蓝事件”为例,揭示党媒、都市类媒体、商业媒体、知乎意见领袖以及公众的议程网络及其相似度。研究发现,知乎意见领袖对公众议程的影响程度最大,其议程主要是对事件背后因果关系的梳理以及对策建议的提供。在媒体方面,党媒和都市类媒体报道基本一致,且二者对公众的影响均高于商业媒体。本研究是对现有网络议程设置研究的补充,对议程设置的本土化研究有一定的启示。     

Using A Split-ballot Survey to Explore the Robustness of the 'MIP' Question in Agenda-Setting Research: A Methodological Study

Three aspects of the ‘most important problem’ questionused in agenda-setting research to measure issue salience amongthe public were examined. A split-ballot design in a state-widesurvey compared versions of the public agenda with a socialframe of reference versus a personal frame of reference, versionsusing the traditional term ‘problem’ versus ‘issue’,and the effects of question order. High correlations betweenthe different versions were found in all three sets of comparisons.     

网络中的“议程设置”与公众自我议程设置

在网络传播模式下,"议程设置"仍然存在,但由于传受关系发生了很大变化,出现议题设置权下放,传播内容多元化等新特点,同时,网络中也出现了公众自我议程设置,并为传统媒体设置议程的现象。     

Shaping the Agenda of Local Daily Newspapers: A Methodology Merging the Agenda Setting and Community Structure Perspectives

Community structure research investigates the influence of the local community and specific demographic groups in the community on the degree of emphasis that particular public issues receive in a local newspaper. In contrast to this internal source of influence, intermedia agenda setting emphasizes the external influence of other news media and the national journalistic culture on the news decisions of local daily newspapers. To invoke a cliché, the agenda-setting and community structure perspectives are opposite sides of the same coin and should be considered in tandem. The research design and procedure for statistical analysis presented here, which involves the simultaneous investigation of the influence resulting from community structure and intermedia agenda setting, is a path for new research that can present a detailed explication of the balance between local and national influence on the issue agenda of local daily newspapers.     

报料人参与媒体议程设置情况的实证研究

本文以报料信息内容、媒体呈现的报料内容及报料人群体抽样调查三部分资料为基础,以时间序列分析技术对报料信息和媒体呈现内容关系进行了分析,研究发现,报料人群体是公众中积极参与媒体议题建构的群体,他们具有显著的设置议题意识,但是参与议题建构的能力有限,原因之一是多数报料人将媒体视为可借助解决来自草根阶层社会问题的工具。报料信息经过媒体把关人的严格判断和挑选才可能进入媒体议题,这种挑选并非按照各类信息报料的多少来确定,而是根据是否具有新闻价值来判断。报料人群体参与建构媒体议程的目标能否实现,要看各媒介组织自身的定位和媒体框架。     

Campaign Agenda Formation: The News Media in the Korean Congressional Election of 2000

The present study, as an international application of an agenda-setting model, investigates how campaign agendas of issues are constructed in an election. The Korean Congressional election of 2000 provided rich empirical data for this study; the political party agenda, the civic agenda, and the news agenda were measured in terms of issue salience at two different data points in time during the official campaign period. The results of the cross-lagged rank-order correlations between different agendas indicated the following. First, the party agenda as a whole had little impact on the formation of the news agenda. The party–news relationship, however, showed a different pattern at an individual newspaper level. Specifically, a more conservative newspaper was more susceptible to those parties’ agenda-setting than was its progressive rival. Second, a nationwide civic movement for political reforms slightly influenced the formation of the news agenda, especially that of the reformist newspaper agenda. Both newspapers, on the other hand, substantially influenced the civic campaign's issue emphases. Finally, there existed no significant interactions between the party and the civic agendas.     

Agenda-Setting,Priming, and Framing Revisited: Another Look at Cognitive Effects of Political Communication

Agenda-setting, priming, and framing research generally has been examined under the broad category of cognitive media effects. As a result, studies often either examine all 3 approaches in a single study or employ very similar research designs, paying little attention to conceptual differences or differences in the levels of analysis under which each approach is operating. In this article, I revisit agenda-setting, priming, and framing as distinctively different approaches to effects of political communication. Specifically, I argue against more recent attempts to subsume all 3 approaches under the broad concept of agenda-setting and for a more careful explication of the concepts and of their theoretical premises and roots in social psychology and political psychology. Consequently, it calls for a reformulation of relevant research questions and a systematic categorization of research on agenda-setting, priming, and framing. An analytic model is developed that should serve as a guideline for future research in these areas.     

Documentary Film as Policy Analysis: The Impact of Yes,In My Backyard on Activists,Agendas, and Policy

The production and distribution of social-issue documentaries can have a wide range of significant impact on community organizations, educational institutions, citizens, and policy makers. What this article seeks to demonstrate, using the example of Tracy Huling's Yes, In My Backyard, is the utility of an “issue-centered model” that allows a comprehensive and systematic analysis of the full range of political impact, including impact on producers, activists, and policymakers. Much of the way Yes, In My Backyard “worked” within the rural prison issue network parallels the way that policy analysis can affect public agendas and public policy. Although many documentaries can be regarded as “implicit” pieces of policy analysis, Huling's is the most explicit, and her measure of success is how well her work can alter the agenda of activists and policy makers, stimulate research to support policy change, and then help implement that change.     

医学类学术期刊公共卫生事件的议程设置路径

公共卫生事件的发生伴随着紧急性和未知性,面对该类事件公众具有强烈的信息获知需求。大众媒体对公共卫生事件的解读缺乏专业权威性,学术期刊的社会职责与公众的信息需求是医学学术期刊发挥媒体议程的基础。医学学术期刊公信力高,具备丰富的医学专业内容资源和客观理性的媒介调性,在公共卫生事件的媒体议程设置中能发挥优势。医学学术期刊通过科普传播的路径参与议题设置,以社交媒体矩阵建立、推动媒体间共振是大众传播基础,以医学知识服务和科学专业内容传播定位实现对公众的长效引导。提升学术期刊的大众化传播能力,从而影响社会议题,通过回应社会关切、快速出版等方式实现公众舆论导向。     

New Directions in Agenda-Setting Theory and Research

As agenda-setting theory moves toward its 50th anniversary, its productivity in the past and at present augurs a highly promising future. In this essay, the original theorists trace the development of agenda setting and identify seven distinct facets. They explore three of the seven facets—need for orientation, network agenda setting, and agendamelding—in greater detail because those are particularly active arenas of contemporary research. Grounded in more than 40 years of productive collaboration among the authors, this inaugural Deutschmann Scholars Essay offers numerous new ideas about recent trends in and future directions for agenda-setting theory and research. The three authors are all recipients of AEJMC's Paul J. Deutschmann Award for Excellence in Research recognizing a career of scholarly achievement. The Deutschmann scholars observed that this may well be the most original article they have ever written together.     

Knowledge as a Measure of News Reception in the Agenda-Setting Process

This study investigates the role knowledge plays in the agenda-setting process, conceptualizing public affairs knowledge as a measure of news reception. Comparing content analysis data and opinion survey results of 2 election campaigns in Canada and the United States, this study finds that, on the individual level, knowledge better predicted media's agenda-setting effects than traditional self-reported exposure items. Furthermore, these findings demonstrate that knowledge mediated the effects of interest on the variance of agenda-setting effects. Implications of these findings are discussed.     

Need for Orientation,Selective Exposure,and Attribute Agenda-Setting Effects

This study explores the ability of an interaction between need for orientation (NFO) and selective exposure to explain citizen's motivations to seek information from specific media sources and the consequences of this behavior for attribute agenda-setting effects. It draws important conceptual distinctions between the two moderate NFO categories, distinguishing active involvement NFO (high relevance and low uncertainty) from passive involvement NFO (low relevance and high uncertainty). The results suggest that in a political context, people with active involvement NFO are more likely to seek ideologically congruent media sources and more likely to adopt the media's attribute agenda. This study implies that at the second-level agenda setting, the salience of issue or object attributes on the media agenda is more likely to strengthen preexisting attitudes for people with high political interest and strong partisan identity.