在社会发生深刻变革、人们思想活动空前活跃、信息传播途径日益多样的新形势下,如何提高新闻媒体引导舆论的能力,增强正面宣传的针对性、吸引力和感染力,是当前迫切需要研究的问题。关于大众媒介对社会舆论的引导,传播学通过一些实证研究,提出了议程设置理论。议程设置作为一种理论假说,最早见于美国传播学家麦库姆斯(McCombs)和肖 Under the new situation where profound changes have taken place in the society, people’s ideological activities have been unprecedentedly active and information dissemination channels have become increasingly diversified, it is urgent to study how to improve the ability of the news media to guide public opinion and enhance the pertinence, attraction and contagion of the positive publicity problem. With regard to the guidance of mass media on public opinion, Communication Studies put forward the agenda setting theory through some empirical studies. Agenda setting as a theoretical hypothesis was first seen in the American communicators McCombs and Xiao