Agenda Setting and Agenda Melding in an Age of Horizontal and Vertical Media: A New Theoretical Lens for Virtual Brand Communities

@article{Ragas2009AgendaSA,
  title={Agenda Setting and Agenda Melding in an Age of Horizontal and Vertical Media: A New Theoretical Lens for Virtual Brand Communities},
  author={Matthew W. Ragas and Marilyn Roberts},
  journal={Journalism \& Mass Communication Quarterly},
  year={2009},
  volume={86},
  pages={45 - 64}
}
  • M. Ragas, M. Roberts
  • Published 1 March 2009
  • Sociology
  • Journalism & Mass Communication Quarterly
This study tests agenda-setting theory and the agenda-melding hypothesis in the context of brand actors and virtual brand communities. The aggregate attribute agendas of brand-controlled communications, news media content, and a virtual brand community are analyzed. The results indicate a positive relationship between the brand agenda and brand community agenda, and an unexpected negative relationship between the media agenda and brand community agenda. In terms of agenda melding, the data… 

Figures and Tables from this paper

Agendamelding: How audiences meld agendas in Iran
Abstract The present study tests the agendamelding theory, which posits that public agenda is the result of a process whereby audiences “meld” agendas from various media along with their personal
Agendamelding
The present study tests the agendamelding theory, which posits that public agenda is the result of a process whereby audiences “meld” agendas from various media along with their personal agenda to
Redirecting the agenda Agenda-setting in the online Era
Since its initial introduction, the paradigm of agenda-setting has become more refined and complex. In addition to the introduction of intervening factors the agenda-setting paradigm is now
A Web of Watchdogs: Stakeholder Media Networks and Agenda-Setting in Response to Corporate Initiatives
This article seeks to model the agenda-setting strategies of stakeholders equipped with online and other media in three cases involving protests against multinational corporations (MNCs). Our
Redirecting the agenda
TLDR
The review sets out to reassess the conceptualization of the agenda-setting theorem by highlighting the development of new processes, attributes and features applicable to the online media by suggesting several modifications of the basic theory.
Agenda Setting: Probing the Issues during the 13th General Election
This study discusses the development of agenda setting and its application in political communication especially in general elections in Malaysia. The vast majority of studies on Agenda Setting have
Agenda selfying and agendamelding
This essay examines the notion of personal salience, introducing individual online media users as ‘objects’ in the context of agenda setting theory. The salience of the self has been investigated
The role of agenda melding in measuring news media literacy
During the past few decades, educators, advocates and researchers have developed initiatives to increase news media literacy. Recent surveys indicate that audiences combine agendas from various media
Intermedia Agenda-Setting and Political Activism: MoveOn.org and the 2008 Presidential Election
This study tested for intermedia agenda-setting effects among explicitly partisan news media coverage and political activist group, citizen activist, and official campaign advertisements on
Celebrities, credibility, and complementary frames: raising the agenda of sustainable and other ‘inconvenient’ food issues in social media campaigning
ABSTRACT In a rapidly changing and crowded media landscape, food sustainability advocates face new challenges in engaging the public. Participants in digital networks often reside in social media
...
1
2
3
4
5
...

References

SHOWING 1-10 OF 51 REFERENCES
Agenda setting and political advertising: Origins of the news agenda
The number of potential sources shaping the media's agenda is large, ranging from external sources in government and the private sector to the idiosyncrasies of individual journalists. The focus in
SECOND-LEVEL AGENDA SETTING AND POLITICAL ADVERTISING
This study examines the agenda-setting function of televised political advertisements during the 2004 US presidential election. Adding to the growing research on second-level agenda setting, we
Business Communication: Strategies in the Emerging Papyrus Society Agenda Setting, Agenda Cutting and Audience Agendamelding in the New Century
This article attempts to deconstruct American national community in the new century as the press evolves, audiences express more personal interests, the military adapts to horizontal social forces
Agenda setting function of mass media
Public relations practitioners have long attempted to persuade publics through mass media campaigns. Social scientists, likewise, have searched for the most persuasive mix of messages and media. Most
Two Levels of Agenda Setting Among Advertising and News in the 1995 Spanish Elections
Abstract This study had two goals: to replicate research by Marilyn Roberts and Maxwell McCombs on intermedia agenda setting in a Spanish election and to explore that pattern of intermedia
Technological Change, Agenda Challenge and Social Melding: mass media studies and the four ages of place, class, mass and space
Media can be classified broadly into four historical ages: the ages of newspapers and place, magazines and class, broadcasting and mass, and Internet and space. During the rise of each of these new
The Function of Mass Media Agenda Setting
This study, a statewide follow-up to the original 1968 Chapel Hill, N.C., agenda-setting study published in 1972 in Public Opinion Quarterly, used poll and content analysis data to compare media use
Brand Community
This article introduces the idea of brand community. A brand community is a specialized, non-geographically bound community, based on a structured set of social relations among admirers of a brand.
Building Brand Community
A brand community from a customer-experiential perspective is a fabric of relationships in which the customer is situated. Crucial relationships include those between the customer and the brand,
The Social Influence of Brand Community: Evidence from European Car Clubs
The authors develop and estimate a conceptual model of how different aspects of customers’ relationships with the brand community influence their intentions and behaviors. The authors describe how
...
1
2
3
4
5
...