The Intermedia Agenda-setting of Social Movement:A Case Study of Shihlin Urban Renewal

• Main Authors: Yu-Ju Huang, 黃俞儒
• Other Authors: none
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/6k9862

碩士 === 世新大學 === 公共關係暨廣告學研究所(含碩專班) === 101 === Nowadays, social movement activists tend to manage their own online media during the movement period. Activists could not only use online media as a platform to communicate the public, but also could use it to influence mass media’s coverage. Past studies on agenda-setting showed that media could set each other’s agenda in the context of election. However, there are few studies focused on the context of social movement. Therefore, this study focused on the case of Shihlin Urban Renewal to examine the flow of agenda between mass media and online media, whether online media owned by SMO could influence mass media’s coverage, or mass media still has its agenda-setting ability on others. The current study raised 5 research questions to examine the event theme, frame, source, standpoint used by mass media and online media, and the flow of agenda between these two media. Content analysis was adopted to analyze print press (CHINA TIMES and Liberty Times) and online media (Facebook fan pages managed by the pros and cons during this movement), and the sampling time began from January 28th in 2012 to March 28th in 2013. The result showed that the theme of law and politics were the most emphasized event themes of mass media during the movement, while online media stressed on the themes of protest and attribution of the whole event. Second, both media spent lots of space discussing treatment recommendation of urban renewal and this movement. Third, mass media tended to quote different sources in a single coverage, but online media preferred to quote sources that supported their action. Fourth, the mass media coverage showed its sympathy toward the Wang family while online media holded distinct standpoint. Last, the finding showed that during social movement, mass media could set online media’s news themes, but online media could decide mass media’s frame of the agenda. These results suggest that under the context of social movement, mass media and online media both has their influence on each other.