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Agenda-setting on traditional vs social media: An analysis of haze-related content grounded in the extended parallel process model

Liang Chen (School of Communication and Design, Sun Yat-sen University, Guangzhou, China)
Jingyuan Shi (Department of Communication Studies, Hong Kong Baptist University, Kowloon Tong, Hong Kong)
Yu Guo (Faculty of Humanities and Arts, Macau University of Science and Technology, Macau, China)
Pianpian Wang (College of Mass Communication, Shenzhen University, Shenzhen, China)
Yiwei Li (Institute for Journalism, Media and Communication Studies, Keio University, Tokyo, Japan)

Internet Research

ISSN: 1066-2243

Article publication date: 7 February 2019

Issue publication date: 2 September 2019

Abstract

Purpose

The purpose of this paper is to explore and compare haze-related content between traditional and social media in China by applying agenda-setting theory and the extended parallel process model (EPPM). Specifically, this paper examines the correlation between the two forms of media in terms of the ranking of the attributes of haze (i.e. the EPPM components) and the interrelationships among the attributes.

Design/methodology/approach

Content analysis and semantic network analysis were employed to address the research aims.

Findings

The results revealed that more than half of the total messages on both types of media reflected the EPPM components, either threat or efficacy information. However, the imbalance between the threat and efficacy information was more prominent in the haze-related content presented in the People’s Daily than it was on Weibo. In addition, the results from a Spearman’s rank-order correlation and a quadratic assignment procedure (QAP) indicated that there was no significant correlation between the People’s Daily and Weibo in terms of the rankings of the attributes of haze (i.e. the EPPM components) or the interrelationships among the attributes.

Originality/value

This study is the first to apply a theoretical approach to examine and compare the nature of haze-related messages on traditional and social media.

Keywords

Citation

Chen, L., Shi, J., Guo, Y., Wang, P. and Li, Y. (2019), "Agenda-setting on traditional vs social media: An analysis of haze-related content grounded in the extended parallel process model", Internet Research, Vol. 29 No. 4, pp. 688-703. https://doi.org/10.1108/IntR-08-2017-0315

Publisher

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Emerald Publishing Limited

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