摘要
"议程设置理论"是传播学媒介效果领域的重要理论,它从考察大众传播在人们认知过程中的作用入手,揭示了大众传媒的有力影响。新世纪以来,随着网络通信技术的发展,新媒体逐渐走入人们的生活,一种新的新闻途径应势而生——自媒体。于是,对于以传统大众媒介传播为背景诞生、认证的"议程设置理论"是否仍然有效成为了一个亟待研究讨论的问题。文章通过对自媒体环境下与传统大众媒体传播环境下的传播主体、传播对象、传播内容、传播方式、传播效果等方面的对比分析,探讨当下自媒体环境中的议程设置困境,并进一步提出自媒体环境下的议程设置新假设。
The Agenda-Setting Theory,aiming to reveal mass media's powerful influence on the audience's cognitive processing,used to be one of the most important constructs in the field of media effect of transmission studies.However,ever since the 21st century,development of network communication technology has generated a new way to disseminate information,which is called We-Media and has become a daily phenomenon,there inevitably arises a question whether the Agendasetting Theory will still be as effective in this context as it used to be in the era of traditional media.This paper compares and contrasts We-media with traditional mess transmission in aspects like their subjects,objects,contents,approaches and effects etc.,and discusses the theory's inabilities to accommodate the new environment.The paper then proposes a new theoretical hypothesis to better serve the We-Media.
出处
《广州广播电视大学学报》
2013年第2期75-78,85,共5页
Journal of Guangzhou Open University
关键词
自媒体议程设置大众传播新媒体
We-Media
Agenda-Setting Theory
mass communication
new media
