中国受众与大众传媒议程设置功能研究

本文以上海和云南668名受众和《人民日报》以及两地党的机关报和晚报为研究对象,首次检验了我国受众议程与大众传媒议程及其关系。研究结果显示:在宏观层面上,我国受众议程与大众传媒议程显著相关,但在微观层面上其相关性却较低;在借鉴国外有关研究的基础上,作者根据本研究的结果,概括出了媒介议程之间的非对称性传播模式;发现了受众不同层次议程与媒介议程之间的“阶梯规则”,提出了“权变效果理论假设”。

A Research on the Function of Media Agenda and Audience Agenda in China

Through a study of the People's Daily and both of the audience and the newspapers in Shanghai and Yunnan,for the first time this thesis examines specialties and relationships between the media agenda and the audience agenda setting in China. The result indicates that in our country there is significant correlation between the audience agenda and the media agenda in the macro scope,but the correlation signification is limited. On the basis of absorbing the overseas researches,the authors reveal the dissymmetrical communication model among media agenda. In addition,this research finds the "step-rule" between different levels of audience agenda and media agenda. And the theoretical hypothesis of "contingent effect" has been brought forward by the authors.