谁在影响中国的媒体议程:基于两份报纸报道立场的分析

Who Affected The Media Agenda-setting on Chinese Housing Issues? A Comparative Case Study of Chinese New Express Daily and Southern Metropolis Daily

传媒议程是公共政策议题输入阶段的重要组成部分。中国传媒议程设置实际上是一个多种社会力量持续角逐的过程。在中国住房领域,以报纸为代表的平面媒体所关注的新闻主题、选择的报道立场和方式受到包括政府、媒体所有者、竞争对手、房地产商、广告赞助商、媒体从业者和读者群体在内的多个社会群体的利益和偏好的影响。这些力量作用的强弱和媒体对它们的重视程度导致不同媒体对待同一议题的报道产生了显著差别。其中,市场力量对媒体议程设置的影响非常明显。通过对住房议题在大众媒体中形成、传播过程的观察,可以获得关于中国住房领域中各利益集团之间相互影响和行动机制的初步认识。

Media agenda is one of the crucial parts in policy issues formulation in China.Based on the comparison of news reports from two daily newspapers in Guangzhou,on the same housing issues,this paper finds that local governments,media owners,real estate developers,advertisers and the journalists used various powerful strategies to affect different stages of the media agenda setting process.All of them tried to make the media agenda setting follow their will.The media owners and the real estate developers,representatives of market force,owned the most powerful strategies to affect the newspapers' revenue making and lead to discrepant reports on the same housing issues.It could shed light on the public participation and interaction mechanism among social groups in China.