特点之辨与创新之选——分众化差异化传播环境下议程设置研究

Differentiation of Features and Selection of Innovation

议程设置理论是认识理解传播的重要理论,对于发挥媒介社会功能,特别是运用媒体实施舆论导向具有重要作用。研究表明,这一理论不仅适用于大众化的传统传播时代,同样适用于分众化差异化的数字传播时代。但是,分众化差异化传播中的议程设置出现若干新的特点,一是议题呈现多样化,而且变化节奏快;二是议题间有了竞争,不仅争夺人们的注意力,更争夺认同和支持;三是受"茧房效应"影响,议题间通约难度增大。为此,主流媒体必须努力提高统摄力、渗透力和影响力,进行议程设置创新。重视议题"正面设置"与"负面设置"的结合、加强议题间互动,提高可沟通性、谋求在议题属性层面的趋同一致,是创新的路径与方法。同时,必须遵循分众化差异化传播环境下议题设置的规律,增强可信度和说服力。

Agenda setting is an important theory for understanding communication, which plays a significant role in exerting the social function of the media,especially in guiding public opinions through media. Research shows that the theory is applicable not only to the traditional communication era of massification, but also to the digital communication era of demassification and differentiation. However, there are new features in agenda setting of differentiated mass communication. Firstly,the issues are diverse and fast-changing. Secondly, there is competition among the issues not only for people’s attention, but also for recognition and support. Thirdly, due to the influence of 'information cocoons effect', it is more difficult to reach an agreement among the issues. Therefore, the mainstream media must strive to improve the dominance, penetration and influence, and be innovative in agenda setting. They need to combine 'positive setting' and 'negative setting' of the issues, strengthen the interaction between them, improve the communicability, and seek agreement on the attributes of the issues. At the same time, it is necessary to follow the rules of agenda setting in the context of differentiated mass communication to enhance credibility and persuasiveness.