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1、TheAgenda-SettingFunctionofMassMedia大众媒体的议程设置功能BYMAXWELLE.McCOMBSANDDONALDL.SHAW麦克斯韦尔·E·麦库姆斯唐纳德·L·肖Inchoosinganddisplayingnews,editors,newsroomstaff,andbroadcastersplayanimportantpartinshapingpoliticalreality.Readerslearnnotonlyaboutagivenissue,butalsohowmuchimportancetoattachtothatissuefromth
2、eamountofinformationinanewsstoryanditsposition.Inreflectingwhatcandidatesaresayingduringacampaign,themassmediamaywelldeterminetheimportantissues-thatis,themediamaysetthe“agenda”ofthecampaign.通过选择和展示新闻，编辑、编辑部工作人员和广播工作者在塑造政治现实方面扮演了重要的角色。读者不仅仅了解到给定的新闻事件，而且了解新闻事件在众多新闻信息中的重要性及其所处位置。通过思考候选人在竞选中说的话，大
3、众媒体来判断决定其重要性，也就是说，媒体在竞选中设置议程。媒体设置了竞选议程。TheauthorsareassociateprofessorsofjournalismattheUniversityofNorthCarolina,ChapelHill.作者是坐落在夏贝尔山的美国北卡罗来纳大学的新闻学副教授。Inourday,morethaneverbefore,candidatesgobeforethepeoplethroughthemassmediaratherthaninperson.Theinformationinthemassmediabecomestheonlycontac
4、tmanyhavewithpolitics.Thepledges,promises,andrhetoricencapsulatedinnewsstories,columns,andeditorialsconstitutemuchoftheinformationuponwhichavotingdecisionhastobemade.Mostofwhatpeopleknowcomestothem“second”or“third”handfromthemassmediaorfromotherpeople.今日不同往时，竞选者不再亲自面对公众，而是借助于大众媒介出现在公众面前。大众媒介的信
5、息成为大多数人接触政治的唯一途径。包装在新闻故事、专栏和新闻评论中的誓言、允诺和花言巧语建构起的信息作用于人们的投票决定。人们获取的大多数信息都是来自大众媒介或其他人的二手或三手信息。Althoughtheevidencethatmassmediadeeplychangesattitudesinacampaignisfarfromconclusive,theevidenceismuchstrongerthatvoterslearnfromtheimmense18quantityofinformationavailableduringeachcampaign.People,ofcou
6、rse,varygreatlyintheirattentiontomassmediapoliticalinformation.Some,normallythebettereducatedandmostpoliticallyinterested(andthoseleastlikelytochangePoliticalbeliefs),activelyseekinformation;butmostseemtoacquireit,ifatall,withoutmucheffort.Itjustcomesin.AsBerelsonsuccinctlyputsit：“Onanysingles
7、ubjectmany‘hear’butfew‘listen’.”ButBerelsonalsofoundthatthosewiththegreatestmassmediaexposurearemostlikelytoknowwherethecandidatesstandondifferentissuses.TrenamanandMcQuailfoundthesamethinginastudyofthe1959GeneralElectioninEngland.Voter
