Analysis of the Characteristics of Agenda Setting Theory in the New Media Era

Abstract

One of the traditional theories of communication, agenda-setting theory, has seen significant growth in the context of new media along with the advancement of Internet technology. However, in the new media environment, agenda-setting theory also faces many challenges, leading to some subverted classic ideas. In this paper, the author tries to examine the agenda-setting theory and the phenomena that have led to its development and change, looking at diversified agenda-setting subjects, significant new media user counteraction, traditional mainstream media still playing a leading role, and legacy media interacting with new media. It then provides some examples to support its arguments.