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

  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},
  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… 

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