摘要
近年来,我国应急管理机制建设取得了巨大成就,媒体在应对突发公共危机事件中的表现越来越成熟。2008年5月12日四川省汶川县发生的8级地震,成为对我国应急机制和媒体反应的一次检验,尤其是媒体在此次危机处理中所展现出的高效和快速行动得到了社会各界的认可。在媒体的运行过程中,议程设置作为媒体新闻报道和舆论引导的重要手段,发挥着重要的作用,在此次汶川地震中也呈现出了一系列新特点,这是本文所关注的问题。
本文以汶川地震中媒体的传播效果为问题思考的出发点,发现媒体主要通过报道过程中的“议程设置”方式完成其预定的传播效果,并对媒体、公众和政府三方决策和行为产生影响。于是本文研究的重点在于,汶川地震中媒体如何通过议程设置对媒体行为、公众舆论和媒体决策产生影响,究竟达到了怎样的传播效果。
本文力图运用传播学、新闻学、公共关系学等基本理论,在我国当前的社会环境和新的媒介环境下,以汶川地震这一特殊的突发公共事件为研究起点,利用议程设置理论、新闻框架理论、行为决策理论等理论的支撑,在查阅大量汶川地震期间传统媒体、网络媒体等报道资料后,系统得梳理出汶川地震中媒体报道的重点,并从中提炼出媒体议程设置的内容。根据前期理论与文本资料分析,提出按照“媒介议程设置内容-影响议程设置效果实现的因素-实际效果系统分析”进行研究理路的梳理,并对媒体议程设置在危机事件中“对媒体行为、对公众舆论与行为、对政府行为”等三方面所产生的效果进行系统论证和分析,最终从这三部分总结出汶川地震中媒体议程设置的效果,使之具象化和条理化,对今后提升媒体在危机传播中的效用发挥,促进媒体与政府、公众的良性互动有着重要的理论与实践意义。
The mechanism construction of emergency management and the media development with speed along the five years have been presented in the process faced and handled in the most severe public crisis events of the Wenchuan earthquake since the foundation of China. The effective communication of crisis in the earthquake leads to the transition from“brake”for catastrophe to“outbreak”for the remodeling state image and reversing our disadvantage in the international view market. The concept and mechanism crisis of media operation has altered the regular running approach of media and reflected certain features. Being as crucial means of news report and pubic opinion guidance carried by media in the earthquake, the way of influences caused by media agenda-setting regarding pubic information receiving, comprehending and then instructing decision and action in person serves as a highly focused issue.
This paper takes the effects of the media report of Wenchuan Earthquake as the starting point for the problem thinking, looks for the intended communication effects of the intentional or unintentional "agenda-setting" that primarily approach to complete through the report, and has an impact on the media、the public behavior and the government decision-making. So the focus of this study is, how the media brings the influence on in the Wenchuan earthquake on the media、the public behavior and the government decision-making through the media agenda-setting, and what kind of communication effects have been achieved.
The research in the paper seeks to use communication, journalism, public relations and other basic theories. Under nowadays social and the new media environment, taking“Wenchuan earthquake”as the example of particular public emergencies and using the agenda-setting theory , the press frame theory and the behavioral decision-making theory as support, through a large number of original first-hand information of the report from both traditional and new media during the period of the earthquake, bring out the main point in the news reports in the earthquake, and extract the media agenda-setting contents. According to previous theory and analysis, the research recommends that take "the media agenda-setting content - factors that affect in achieve the agenda-setting effect - system analysis of the actual effect" as the research order, and demonstrate and analyze how the media agenda-setting affects on "the media behavior, the public opinion, and the government decision-making”in this crisis event. Finally it will sum up the media agenda-setting effect from these three parts in Wenchuan earthquake. Through the research on the Wenchuan earthquake event as the text of historical significances, the paper will provide the creative results in research of conveying information effects between the media, government and the audience whether under the normal or crisis environment; This research will have an important theoretical and practical significance on enhancing the spread of the media in a crisis management in the future, and promote the interaction between the media, the public and the government.
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