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An Analysis of the Impact of Agenda Setting Function in the Web Media on Public Perception in Drug Crisis

Author: ShengZuo
Tutor: JiHuaQiang
School: Shanghai International Studies University
Course: Business management
Keywords: Drug crises Network Agenda Setting Public awareness Media attention Public attention
CLC: G206
Type: Master's thesis
Year: 2011
Downloads: 83
Quote: 0
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Abstract


The papers from the a drug crisis event occurs, the network agenda set to start on the public perception of the impact angle analysis, statistics, regression equation, content analysis of public opinion surveys and other methods combined mode to carry out research and elaborated, the results of this study the following main points: first establish a research model. At the cognitive level logical relationship of the three mechanisms, according to the agenda-setting role of the two key variables identify drug crises network media agenda setting impact analysis of public perception, the media attention and public concern about the use theoretical structures reflect the the three logical relationship between the model structure and variable through which embodies causality. Clear the drug crisis event occurs, the network Agenda Setting an impact on public awareness and spss regression analysis method to get the degree of influence of 0.866 and the network every 10% increase in the amount of media coverage and public attention will increase to approximately 2%. Third, find out some of the features of the drugs the crises Network agenda set extremely just cognitive. (1) the subject of network media reports closely around the \(2) drug crises in the early stages of network media agenda setting is still followed closely related to the characteristics of the mass media communication and government agencies speech. (3) on the disclosure of official information, the media are more interested in the role of setting the public agenda is relatively significant. Disclosure academia and civil speech done relatively poor public timely access to information and guide the public agenda setting and almost no role. (4) the occurrence of early (originating in the future within a week) to reach the highest peak of the media reported that the amount of public attention. Due to the increase of the net amount of media coverage, the public \In addition, through a public opinion survey, public drug crises cognitive demand from population characteristics, source preference, content preferences, advantages and disadvantages to view the media agenda setting in reported drug crises. Finally, put forward a number of suggestions, and network media set the agenda with the public perception of the characteristics of the drug crises natural fit; drug companies publish event information or the dissemination of information should naturally fit with the characteristics of the audience; online media to guide public opinion foundation on the function of the monitoring environment should play. Information dissemination of results of drug crises by improving network media guidelines for enterprises to adjust release pharmaceutical advertising strategy, correct guidance of public awareness and reduce the social harm unexpected drug crises.

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