刍论编辑人的议程设置

Research on Editors' Agenda-setting

传播学的"议程设置"理论揭示了大众传媒与受众议程的关系,反映了信息社会中编辑人的重要性。在对传播模式的研究中,韦斯特利—麦克莱恩模式折射出情况复杂的大众传播过程。编辑人处于大众传播信息流中的咽喉部位,具有"把关人"的作用。在议程的设置过程中,首先是审时度势,找准受众兴奋点,提出议程;接着要讲求时效,突出重点,启动议程;然后是服务受众,讲究传播策略,展开议程;还要持续关注,深度跟进,保持议程。编辑人设置的议程效力是或然性的,主要影响到社会制度以及人们的思维方式和实践活动。议程设置是一个社会性的、目标性的制控过程,编辑人秉持法制、民主原则,注意议程设置在意识形态的控制过程中与政治及社会价值观的关系。

The communication agenda - setting theory has revealed the relationship between mass media and audience agenda,reflecting the editors＇importance in the information society. In the research on communicative pattern, Westerley- Maclean＇s model insinuates the complicate courses of mass communication. Editors have the function of ＂gatekeeper＂ due to their dwelling at the throat of information flow of mass communication. During the agenda setting, the first thing is to propose an agenda, to scan the situation and pitch the audience＇s foci; the second one is to start the agenda, stress the need for timeliness to the point; the following is to expand the agenda and serve the audience with communicative tactics; the last is to keep the agenda and carry on the in -depth follow -ups. Being a social, target -oriented control process, editors＇agenda -setting has an effect as probability primarily upon the societal regime and people＇s thought way ＆ practice; thereby editors should hold on the principles of monocracy and democracy and alert the correlation between agenda - setting and politics ＆ social values during the ideological control process.