Setting议题设置.ppt

Agenda Setting议题设置 基本概念 媒体议题与公众议题 受众认知与媒体策略 把关人与议程设置 Agenda Setting议题设置 By saying the media have an impact on agenda setting, we mean that they have the ability to choose and emphasize certain topics which can cause the public to perceive these issues as important. So far, the research suggests: 原因与效果的相关性仍然还不清楚 Cause and effect relationships are still unclear. 结论可以随研究媒介而变化 The results can hinge on the medium being studied. 潜在的话题可以影响议题设置 Topic covered can influence agenda setting. 个人对话题的经验将会影响结论 A person’s experience with topic will influence results. Agenda Setting (Con’t)议题设置（续） An agenda-setting effect can also be influenced by other factors, such as a person’s interest in and experience with the topic, his age, education, and political involvement 议题设置效果也会受到其他因素诸如个人兴趣爱好、经验.涉及话题、年龄、教育和政治等因素 Agenda research has two general fields of study: 议程研究有两个一般性的研究领域 Agenda Setting （con’t.） 议题设置(续) Framing, how topics are treated by the media 选题，话题如何被媒介制造 Agenda building, examines how media build their agenda of newsworthy items 议题建构，检测媒介建构有新闻价值的议题 Agenda Setting （con’t.） 议题设置(续) Methodology方法 Step 1: Identify predominant themes and messages 第一步：确立主题与讯息 Step 2: Examine what viewers absorb from heavy exposure to TV. Viewers respond to questionnaires with “real world” or “TV world” answers 第二步 检测观众从深度接触电视中吸收了什么 观众对问卷中涉及“现实世界”与“电视创造的世界”相关问题选项所做的反应。 Agenda Setting(Con’t)议题设置（续） Models of Agenda Setting 议题设置模式： 1. Awareness model 0/1 知晓模式 2. Salience model 0/1/2 显著模式 3. Priorities model 0/1/2….N 优先模式 新强大效果论（强大效果再论证）New powerful effects theory(Rethinking of the powerful effects) The silence of spiral 沉默的螺旋 Band-wagon-effect 乐队花车效应 新强大效果论(续) New powerful effects theory （con’t） 大众传播的三个特性 一致性homogeneity （大众传媒的内容是同质的，同时影响形成一致意见） 累积性cumulation（媒介长期影响） 普遍性catholicity（人们判断周边意见环境，主要来自社会群体和大众传媒） 新强大效果论(续) New powerful effects theory （con’t） 理论假设 1、社会孤立、威胁有不同意见的个人 2、人们经常会体验被孤立的恐惧 3、这种对孤立的恐惧使得人们经常试图评估意见气候 4、这种估计的结果，会影响人们在公开场合的