‘Reversed agenda-setting effects’ in China Case studies of Weibo trending topics and the effects on state-owned media in China

Abstract

This research looks at the reversed agenda-setting phenomenon of Chinese Weibo, it examines the agenda-setting power of the most popular social media platform in China. It serves as a starting point for discussion and further research, by providing evidence of how some trending topics on Weibo have but others have not impacted on the agenda of state-controlled media China Central Television (CCTV) in China with case studies. It argues that Chinese social media Weibo provides a platform for participation in public affairs and offers a channel for the Chinese public to express their opinions; however, the state still sets its political boundary of what is allowed to be criticized. Therefore, ‘reversed agenda effects’ in Chinese cyberspace are observed as ‘partial reversed agenda effects’, and whether social media such as Weibo is serving as a tool for democracy in China still requires further observation.

Keywords:

• agenda setting
• reversed agenda setting
• social media
• China
• Internet

Additional information

Notes on contributors

Ying Jiang

Ying Jiang, grew up in China, studied and lived in Switzerland, Scotland, and England before she came to Adelaide to pursue a doctoral degree in 2006. After being awarded a PhD in 2010, Ying joined Media Discipline at the University of Adelaide as a lecturer. In 2008, Ying was selected as one of the 100 outstanding young Chinese leaders in the world by Hong Kong Dragon Foundation. Ying's research interests and publications mainly include cyber-nationalism, cross-cultural communication, social media, and public relations.