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“议程设置功能”是传播学中的一个核心理论,最早由Mc Combs&Shaw(1972)提出。本文基于议程设置功能理论对比分析了中美主要媒体有关南海问题的新闻标题。分析表明双方媒体不同时间段在报道什么和突出什么议题上存在明显差异。总体看,中方强调中国南海岛礁主权的历史依据,而美方则着意渲染中国当下在南海的“霸道”和“挑衅”言行。美方媒体凭借其语言上的优势和强大的国际话语权,再一次比较有效地实施了对中国的妖魔化宣传;而中国在这场舆论博弈中虽然调动了一切资源,运用了各种手段,做了大量的宣传解释工作,从被动反应到积极应对再到主动出击,但是在大部分时间里并未掌握议程设置的话语权,处境颇为被动。
“Agenda setting function ” is a core theory in communication studies, first proposed by Mc Combs & Shaw (1972). Based on the functional theory of agenda setting, the article compares and analyzes the news headlines about the South China Sea issue between the major media in China and the United States. The analysis shows that there is a clear difference between what is reported and what issues are highlighted at different time periods by the media on both sides. In general, China emphasizes the historical basis for the sovereignty of the South China Sea islands and reefs, while the United States intends to render China’s “overbearing” and “provocative” words and deeds in the South China Sea. By virtue of its linguistic superiority and strong international discourse power, the U.S. media once more effectively implemented the demonization propaganda on China. While China mobilized all resources and used various means in this public opinion game, A lot of propaganda and explanation work, from passive response to active response and then take the initiative, but most of the time do not have the right to speak on the agenda set, the situation is quite passive.