一场由地方媒体发起的街道选美活动,缘何牵动了相当于全市三分之一市民的神经,吸引了上千万人次参与网络、短信投票?缘何得到从官方、学者、权威专家到广大老百姓的交口赞誉?是媒体自身具有强大的影响力,还是活动本身具有广泛的吸引力?笔者尝试运用大众传播议程设置理论进行解析。 A local media-sponsored street beauty pageant has affected the nerves of one-third of the city’s citizens and attracted tens of millions of people to participate in the Internet and text message voting. Why do we get from the official, academics, authoritative experts to the general public Are you acclaimed at the press? Is the media itself a powerful influence or is the activity itself widely attractive? The author tries to use the mass communication agenda setting theory to analyze.