网络的议程设置功能研究：以“央视配楼着火”等非常规性事件为例.pdf

摘 要 随着网络的不断发展和网民规模的扩大，以“海量”著称的网络信息开始 了“质”的变化。在被称做是“网络舆论年”的2003 年中，发生了一系列引人 瞩目的网络事件，网络代替传统媒体成为引导社会舆论的主力。随着之后 2006 年，“互联网传播进入 Web2. 0 时代”，网民开始从被动的接受信息到更加积极 主动的参与创造、分享信息，网络传播中传受两者之间的界限变得空前模糊。 而网络这个承载和传播信息的“新媒介”，其自主、平等和交互性也逐渐从书中 理论变为现实。 “议程设置”理论是传统大众传播学的重要理论之一，议程设置是大众传 播媒介一项重要的社会功能。在“媒介施加影响，受众承受影响”的传统传播 模式下提出的“议程设置”假说，由于互联网的发展导致受众地位变化的事实， 受到了质疑或是说有了新的研究内容。在 “议程设置”理论框架下衍生的“网 络议程设置”研究由此产生。 本文以近来发生的两个非常规性事件“周久耕”和“央视配楼着火”为例， 通过案例分析，讨论网络议程设置引发的两种结果以及网络议程与传统三大类 议程的关系；并与传统媒介议程设置对比，阐释了网络议程设置在主体、议题 特质和实现条件上的区别与特点；描述了网络议程设置的正负面影响，以及对 该研究内容的争议和本文的研究不足。 关键词：网络议程设置；周久耕；央视配楼着火 4 Abstract With the continuous development of internet and expansion of amount of internet users, the grand message provided by internet starts to change in quality. In the year 2003, “the year of network public opinion”, the internet instead of traditional media became the main force to guide public opinion in the series of abnormal events. After 2006, as Web2.0 times coming, netizen began to change from passively receive information to more actively create and share information. The boundary between the communicator and receiver in the internet communication becomes unprecedentedly blurry. The internet has become “new media” of carrying and spreading information. The autonomy, equality and interaction of internet have gradually become a reality from a book theory. “Agenda-setting” theory is one of the traditional mass communication theories, and agenda-setting is an important social function of mass media. Derived in traditional condition, “media influe