倒置的传导:反向议程设置视角下被遮蔽的舆论沟——以唐山打人事件为例

Inverted transmission: The obscured public opinion gap from the perspective of reverse agenda setting--Take the beating incident in Tangshan as an example

在公民之声日俱影响力的社交媒体时代,主流媒体受到多元意见掣肘,难以在一对多的意见市场上弥合舆论沟。本研究从反向议程设置理论视角出发,以“唐山打人案”为研究案例,通过stata软件将数据进行相关性分析与回归建模,并设置时间序列进行格兰杰因果检验。结果发现,公众议程是媒体议程的格兰杰原因,而媒体议程却不是公众议程的格兰杰原因。技术赋权之下的公民声音颠覆了过去由传统主流媒体主导的议程设置机制和舆论走向,上一个时间节点的社会舆论往往会成为下一个时间节点的社会议程。在议程传导模式倒置与舆论场分化中凸显融合社会议题与弥合舆论沟的现实需求,主流媒体作为整合与引导社会舆论的责任主体,担负起寻找达成社会合意新渠道的使命。

In the era of social media,where citizen voices are increasingly influential,mainstream media are constrained by multiple opinions,and it is difficult to bridge the gap in the one-to-many opinion market.From the perspective of reverse agenda setting theory,this study takes“Tangshan Assault case”as a case study,conducts correlation analysis and regression modeling through stata software,and sets time series for Granger causality test.The results show that the public agenda is the Granger cause of the media agenda,but the media agenda is not the Granger cause of the public agenda.The voice of citizens empowered by technology has subverted the agenda-setting mechanism and the trend of public opinion dominated by traditional mainstream media in the past,and the social opinion at the last time node often becomes the social agenda at the next time node.In the inversion of the agenda transmission mode and the differentiation of the public opinion field,the realistic needs of integrating social issues and bridging the gap in public opinion are highlighted.As the main body responsible for integrating and guiding public opinion,mainstream media shoulder the mission of finding new channels to achieve social consensus.