Evolution and Innovation of the ‘Agenda-Setting’ Theory in the Digital Age:Interview with Professor Donald Shaw, one of the co-founders of the ‘Agenda-Setting’ Theory

YUAN Xiao

Chinese Journal of Journalism & Communication ›› 2016, Vol. 38 ›› Issue (4) : 67-78.

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PDF(1715 KB)
Chinese Journal of Journalism & Communication ›› 2016, Vol. 38 ›› Issue (4) : 67-78.

Evolution and Innovation of the ‘Agenda-Setting’ Theory in the Digital Age:Interview with Professor Donald Shaw, one of the co-founders of the ‘Agenda-Setting’ Theory

  • Yuan Xiao is an associate professor at School of Media and Arts in Nanjing University of Posts and Telecommunications, director of the Research Center of New Media Communication. Her research interest lies in new media communications. Email: yuanxiao66@163.com. This paper is part of the project“New media usage and the social identification of the youth”(Project No.:13CSH026), supported by the National Social Science Fund of China.
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Abstract

The “Agenda-Setting” Theory needs to be re-examined in the digital age. Combining the interview with Professor Donald Shaw and recent research findings, the power of vertical media gradually shifted to horizontal media. Social media draw background content from traditional media when stressing issues, andthe ‘Agenda-Setting’ Theory is absorbing all the media. Traditional media provide issues objects as the first layer of the agenda-setting, while social media providing attributes as the second layer. They may both reach a consensus on the topic, but there may be disagreements on the attributes. ‘Agenda melding’ theory melds themes and attributes. In the Reverse agenda-setting, news reporter respond to actual or imagined public interest, and the public agenda was concerned with social media to get empowerment. Agenda-setting can be used to measure social stability. The consensus coefficient between traditional media and social media can be used as reference, while ‘Needfor Orientation’ theory still appliesin social media.

Key words

Digital Age / Agenda Setting / Social Media / Papyrus Community

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YUAN Xiao. Evolution and Innovation of the ‘Agenda-Setting’ Theory in the Digital Age:Interview with Professor Donald Shaw, one of the co-founders of the ‘Agenda-Setting’ Theory[J]. Chinese Journal of Journalism & Communication. 2016, 38(4): 67-78

Funding

This paper is part of the project“New media usage and the social identification of the youth”(Project No.:13CSH026), supported by the National Social Science Fund of China.

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