数字时代中议程设置理论的嬗变与革新——专访议程设置奠基人之一唐纳德·肖教授

Evolution and Innovation of the 'Agenda-Setting' Theory in the Digital Age:Interview with Professor Donald Shaw,one of the co-founders of the 'Agenda-Setting' Theory

数字时代中需对议程设置理论重新检验,结合唐纳德·肖教授的访谈和新近研究成果发现,垂直媒体的权力逐渐向水平媒体转移,社会化媒体强调议题时从传统媒体中借鉴背景内容,议程设置理论正吸纳所有媒体。传统媒体提供议程设置的第一层议题对象,而社交媒体提供第二层属性,二者可能在主题上达成共识,但在属性上存在分歧。议题融合中同时融合了主题和属性。反向议程设置中新闻记者对实际或想象的公共利益做出应对,公众议程获得关注,普通公众凭借社交媒体获得赋权。议程设置可用于测量社会稳定,传统媒体和社交媒体间的共识系数可作为参照,"导向需求"理论在社交媒体中依旧适用。

The ＂Agenda-Setting＂ Theory needs to be re-examined in the digital age.Combining the interview with Professor Donald Shaw and recent research findings,the power of vertical media gradually shifted to horizontal media.Social media draw background content from traditional media when stressing issues,and the ＇Agenda-Setting＇ Theory is absorbing all the media.Traditional media provide issues objects as the first layer of the agenda-setting,while social media providing attributes as the second layer.They may both reach a consensus on the topic,but there may be disagreements on the attributes.＇Agenda melding＇ theory melds themes and attributes.In the Reverse agenda-setting,news reporter respond to actual or imagined public interest,and the public agenda was concerned with social media to get empowerment.Agenda-setting can be used to measure social stability.The consensus coefficient between traditional media and social media can be used as reference,while ＇Need for Orientation＇theory still applies in social media.