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电视民生栏目的高关注、广覆盖的特点,创造了引导社会舆论的着眼点或者制高点,它主要通过社会沟通实现议程设置的目标,即保持社会舆情总体稳定,改变、完善或重建社会有利于大多数人福祉的社会规范。然而,社会沟通并不是议程设置的终端,终端是社会沟通效应。社会沟通效应包括显性效应和隐性效应两个层面,前者是舆论引导的短期目标,后者是长期目标。社会沟通效应有两个具体的要求,一个是围观性要求,一个是价值选择要求。满足这两个要求后,电视民生栏目就获得了社会公器的属性,就可通过议程设置获得预期的社会沟通效应。
The high attention and broad coverage of television livelihood columns has created the focus or high ground for guiding public opinion. It mainly achieves the goal of setting the agenda through social communication. That is, maintaining social public opinion as a whole is stable and changing, improving or rebuilding society is conducive to large Social norms for the well-being of the majority. However, social communication is not the end of the agenda set, the terminal is the social communication effect. The social communication effect includes two aspects: the dominance effect and the recessive effect. The former is the short-term goal guided by the media and the latter is the long-term goal. There are two concrete requirements for the social communication effect, one is onlookers’ demand, and the other is the value choice. After meeting these two requirements, the television livelihood section has obtained the social public attribute, and the expected social communication effect can be obtained through the agenda setting.