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1、ilBEADRoutledgeE*«,,in,fc,T=™x.wíMcKiufiXTaylor&FrancisCroupTheApplicationofSocialNetworkAnalysisinAgendaSettingResearch:AMethodologicalExplorationLeiGuoThisarticlepresentstheinnovativeapplicationofsocialnetworkanalysistoagendasettingresearch.Itsuggeststhattheap
2、proachofnetworkanalysisenablesresearcherstomapouttheinterrelationshipsamongobjectsandattributesbothinthemediaagendaandthepublicagenda.Further,byconductingstatisticalanalysis,researchersareabletocomparethemediaagendanetworksandpublicagendanetworksinordertoexplore
3、athirdlevelofagendasettingeffects.Concreteproceduresforapplyingnetworkanalysisinagendasettingresearcharepresented,andasetofhypothesesaresuggestedinthisarticle.Socialnetworkanalysisisasetofresearchproceduresformappingandmeasuringtherelationsandflowsbetweendiffere
4、ntnodes(Hanneman&Riddle,2005;Wasser-man&Faust,1994).Inthepast30years,scholarshaveappliednetworkanalysistothefieldofmasscommunicationandstudiedinteractionsbetweennodessuchasnewsgroups,newssources,charactersontelevisionshows,televisionchannels,andWebsites(e.g.,Cho
5、i&Danowski,2002;Fine,1981;Reese,Grant,&Danielian,1994;Shumate&Palazzolo,2010;Yuan&Ksiazek,2011).Thepurposeofthisarticleistointroducetheapplicationofsocialnetworkanalysisintoaparticulararenaofmasscommunication—agendasettingresearch.ProposedbyMcCombsandShaw(1972)a
6、ndhavingbeenstudiedworldwidesincethen,agendasettingtheorystatesthatthesalienceofobjectsandattributescanbetransferredfromthenewsmediatothepublic.Orinmetaphoricterms,themediaagendasetsthepublicagenda.Thisarticlesuggeststhattheapplicationofnetworkanalysistothisrese
7、archareacouldhelptoprovideamoredetailedandricherunderstandingofthemediaandpublicagendabymappingoutthenetworkrelationshipsamongvariouselementsemphasizedinthenewscoverageandothercommunicationchannelsandretainedbythepublic.Inotherwords,notonlyareLeiGuoisaPh.D.stude
8、ntofSchoolofjournalismattheUniversityofTexasatAustin.Herresearchinterestsincludethedevelopmentofagendasettingtheory,alternativemedia,andinternationaicommunication.The
