Agenda setting and agenda melding in an age of horizontal and vertical media: A new theoretical lens for virtual brand communities

Journalism and Mass Communication Quarterly

Volumn 86, Issue 1, 2009, Pages 45-64

  Ragas, Matthew W ^a   Roberts, Marilyn S ^b  

^a UNIVERSITY OF FLORIDA   (United States)

^b ZAYED UNIVERSITY   (United Arab Emirates)

Author keywords

[No Author keywords available]

Indexed keywords

COMMUNICATION; MASS MEDIA; THEORETICAL STUDY;

EID: 67651224846     PISSN: 10776990     EISSN: None     Source Type: Journal    
DOI: 10.1177/107769900908600104     Document Type: Article

References (97)

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3. Shaw, Hamm, and Terry, "Vertical Versus Horizontal Media";
4. Shaw et al., "Strategies in the Emerging Papyrus Society: Agenda Setting, Agenda Cutting and Audience Agendamelding in the New Century."
5. See, for example, Brian Steinberg, "Ads Keep Spreading, but are Consumers Immune", Advertising Age, November 2007, 1-23.
6. Maxwell E. McCombs and Donald L. Shaw, "The Agenda-Setting Function of Mass Media", Public Opinion Quarterly 36 (summer 1972) : 176-87.
7. Maxwell McCombs, "A Look at Agenda-Setting: Past, Present, and Future", Journalism Studies 6 (November 2005) : 543-57;
8. Maxwell McCombs and Donald Shaw, "The Evolution of Agenda-Setting Research: Twenty-Five Years in the Marketplace of Ideas", Journal of Communication 43 0une 1993) : 58-67;
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10. Maxwell E. McCombs, Setting the Agenda: The Mass Media and Public Opinion (Maiden, MA: Policy Press, 2006).
11. McCombs, Setting the Agenda, 142.
12. Donald L. Shaw, Maxwell McCombs, David H. Weaver, and Bradley J. Hamm, "Individuals, Groups, and Agenda Melding: A Theory of Social Dissonance", International Journal of Public Opinion Research 11 (spring 1999) : 2-24.
13. Shaw et al., "Individuals, Groups and Agenda Melding: A Theory of Social Dissonance", 12.
14. McCombs, Setting the Agenda.
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20. Diana L. Knott, "Framing to Enhance Certainty (Orientation) and Commonality (Community) : Applying Agenda Melding to Strategic Communications" (Ph. D. diss, University of North Carolina, 2001);
21. Donald L. Shaw, Robert L. Stevenson, and Bradley J. Hamm, "Agenda Setting Theory and Public Opinion Studies in a Post-Mass Media Age" (paper presented at the annual meeting of the World Association for Public Opinion Research, Rome Italy, 2001); Shaw, Hamm, and Terry, "Vertical Versus Horizontal Media"
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25. David H. Weaver, "Audience Need for Orientation and Media Efforts", Communication Research 7 (July 1980) : 361-76.
26. Leon Festinger, A Theory of Cognitive Dissonance (Stanford, CA: Stanford University Press, 1968).
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28. Elisabeth Noelle-Neumann, The Spiral of Silence: Public Opinion, Opinion, Our Social Skin (Chicago: University of Chicago Press, 1984).
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30. Shaw et al., "Individuals, Groups and Agenda Melding: A Theory of Social Dissonance", 3.
31. Festinger, A Theory of Cognitive Dissonance.
32. Noelle-Neumann, The Spiral of Silence.
33. Chaffee and McDevitt, "Disequilibration: Human Development and the Shock of News."
34. Maxwell McCombs and Amy Reynolds, "News Influences on our Pictures of the World", in Media Effects: Advances in Theory and Research, ed. J. Bryant and D. Zillman (NJ: Erlbaum, 2002) : 1-18.
35. Weaver, "Political Issues and Voter Need for Orientation";
36. Weaver, "Audience Need for Orientation and Media Efforts."
37. Shaw et al., "Individuals, Groups and Agenda Melding: A Theory of Social Dissonance."
38. Shaw et al., "Individuals, Groups and Agenda Melding: A Theory of Social Dissonance."
39. Robert D. Putnam, Bowling Alone The Collapse and Revival of American Community (NY: Simon and Schuster, 2001).
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45. Walter Lippmann, Public Opinion (New York: Harcourt, Brace and Co., 1922).
46. Al Ries and Jack Trout, Positioning: The Battle for Your Mind (New York: McGraw-Hill, 2001). Interestingly, the concept of positioning was introduced by Ries and Trout in a series of articles in Advertising Age in 1972, the same year that the Chapel Hill agenda-setting study by McCombs and Shaw was published in Public Opinion Quarterly.
47. Shailendra Ghorpade, "Agenda Setting: A Test of Advertising's Neglected Function", Journal of Advertising Research 26 (August/September 1986) : 23-27;
48. Marilyn Roberts and Maxwell McCombs, "Agenda Setting and Political Advertising: Origins of the News Agenda", Political Communication 11 (July/September 1994) : 249-62;
49. Max Sutherland and John Galloway, "Role of Advertising: Persuasion or Agenda Setting", Journal of Advertising Research 21 (October 1981) : 25-29.
50. Maxwell McCombs, "Building Consensus: The News Media's Agenda-Setting Roles", Political Communication 14 (October-December 1997) : 433-43.
51. McCombs and Shaw, "The Agenda-Setting Function of Mass Media."
52. Elizabeth Garrett and Daniel A. Smith, "Veiled Political Actors and Campaign Disclosure Laws in Direct Democracy", Election Law Journal 4 (December 2005) : 295-328.
53. Margaret Scammell, "Political Brands and Consumer Citizens: The Rebranding of Tony Blair", The ANNALS of the American Academy of Political and Social Science 611 (May 2007) : 176-92.
54. Eleonora Pasotti, "Agenda, Trust and the Mobilization of Consensus: The Rise and Fall of Leadership in Naples" (paper presented at the annual meeting of the Italian Political Science Association, Naples, Italy, 2001).
55. Albert M. Muniz and Thomas C. O'Guinn, "Brand Community", Journal of Consumer Research 27 (March 2001) : 412-32.
56. Muniz and O'Guinn, "Brand Community", 413.
57. H. McAlexander, John W. Schouten, and Harold F. Koenig, "Building Brand Community", Journal of Marketing 66 (January 2002) : 38-54.
58. William F. DeGeorge, "Conceptualization and Measurement of Audience Agenda in Agenda-Setting Research", in Mass Communication Review Yearbook, Volume 2, ed. G. Cleveland Wilhoit and Harold de Bock (Sage, 1981), 219-24.
59. See, for example, McCombs, "Building Consensus: The News Media's Agenda-Setting Roles"; Esteban Lopez-Escobar, Juan Pablo Llamas, Maxwell McCombs, and Federico Rey Lennon, "Two Levels of Agenda Setting among Advertising and News in the 1995 Spanish Elections", Political Communication 15 (April/June 1998) : 225.
60. Steve Ells, "Fine Fast Food", Time, October 1, 2007, 170.
61. John Eligon, "Where to Eat? A New Restaurant Genre Offers Manhattan More Choices", the New York Times, January 13, 2008, 29.
62. Chipotle Mexican Grill, "2007 Form 10-K", available at http://secfilings.nasdaq.com/filingFrameset.aspFileName= 0001193125%2D08%2D038764%2Etxt&FilePath=%5C2008%5C02%5C26%5C&CoName= CHIP OTLE+MEXICAN+GRILL+INC&FormType=10%2DK&RcvdDate= 2%2F26%2F2008&pdf= (accessed March 15, 2008).
63. Adamy, "Burrito Chain Assembles a Winning Combo."
64. Catherine Tsai, "Burrito Chain Grows Under McDonald's Umbrella", Associated Press, December 29, 2002.
65. Chipotle Mexican Grill, "2007 Form 10-K."
66. Ells, "Fine Fast Food."
67. Marlene Parrish, "Fresh and Fast Chipotle Mexican Grill Chain Sets an Example by Buying Meat and Produce from Family Farms", Pittsburgh Post-Gazette, May 20, 2007, sec. E, p. 1.
68. Anthony Zumpano, "Similar Search Results: Google Wins", Brandchannel. com, November 4, 2007, http://www.brandchannel.com/ features-effect.asppf-id=352.
69. McCombs, "A Look at Agenda-Setting: Past, Present, and Future."
70. Ghorpade, "Agenda Setting: A Test of Advertising's Neglected Function"; Guy Golan, Spiro Kiousis, and Misti McDaniel, "Second-Level Agenda-Setting and Political Advertising: Investigating the Transfer of Issue and Attribute Saliency during the 2004 Presidential Election", Journalism Studies 8(2007):432-43;
71. Roberts and McCombs, "Agenda Setting and Political Advertising: Origins of the News Agenda."
72. Shaw et al., "Individuals, Groups and Agenda Melding: A Theory of Social Dissonance", 7.
73. Shaw et al., "Individuals, Groups and Agenda Melding: A Theory of Social Dissonance."
74. McCombs, "Building Consensus: The News Media's Agenda-Setting Roles."
75. Donald L. Shaw and Shannon E. Martin, "The Function of Mass Media Agenda Setting", Journalism Quarterly 69 (winter 1992) : 902-20.
76. Shaw et al., "Individuals, Groups and Agenda Melding: A Theory of Social Dissonance", 4.
77. Rosa Chun and Gary Davies, "E-reputation: The Role of Mission and Vision Statements in Positioning Strategy", Brand Management 8(2001):315-33.
78. Mark Baetz and Christopher Bart, "Developing Mission Statements Which Work", Long Range Planning 29 (August 1996) : 526-33.
79. John V. Mullane, "The Mission Statement is a Strategic Tool: When Used Properly", Management Decision 40(2002):448-55.
80. Elsie Maio, "Managing Brand in the New Stakeholder Environment", Journal of Business Ethics 44 (May 2003) : 235-46.
81. Marcus Brewer and Maxwell McCombs, "Setting the Community Agenda", Journalism & Mass Communication Quarterly 73 (spring 1996) : 7-16.
82. Brewer and McCombs, "Setting the Community Agenda."
83. Brewer and McCombs, "Setting the Community Agenda."
84. McCombs, Setting the Agenda.
85. Maxwell McCombs and Jian-Hua Zhu, "Capacity, Diversity, and Volatility of the Public Agenda", Public Opinion Quarterly 4 (winter 1995) : 495-525.
86. Tai-Li Wang, "Agenda-Setting Online", Southwestern Mass Communication Journal 15(2000):59-70;
87. Edna Einsiedel, Kandice Salomone, and Frederick Schneider, "Crime: Effects of Media Exposure and Personal Experience on Issue Salience", Journalism Quarterly 61 (spring 1984) : 131-36;
88. Takeshita Toshio and Mikami Shunji, "How Did Mass Media Influence the Voters' Choice in the 1993 General Election in Japan?: A Study of Agenda-Setting", Keio Communication Review 17(1995):27-41.
89. Ole Holsti, Content Analysis for the Social Sciences and Humanities (MA: Addison Wesley: 1969).
90. Weaver, "Political Issues and Voter Need for Orientation"; Weaver, "Audience Need for Orientation and Media Efforts."
91. McCombs and Shaw, "The Agenda-Setting Function of Mass Media."
92. Renita Coleman and Maxwell McCombs, "The Young and Agenda-less? Exploring Age-Related Differences in Agenda Setting on the Youngest Generation, Baby Boomers, and the Civic Generation", Journalism & Mass Communication Quarterly 84 (autumn 2007) : 495-508.
93. Coleman and McCombs, "The Young and Agenda-less?"
94. McCombs, "Building Consensus: The News Media's Agenda-Setting Roles"; Shaw and Martin, "The Function of Mass Media Agenda Setting."
95. Shaw et al., "Individuals, Groups and Agenda Melding: A Theory of Social Dissonance", 2.
96. See, for example, Spiro Kiousis, Michael Mitrook, Christina Popescu, Arlana Shields, and Trenton Seltzer, "First-and Second-Level Agenda Building and Agenda Setting: Terrorism, the President, and the Media." (paper presented at the annual meeting of International Communication Association, Dresden, Germany, 2007).
97. Steinberg, "Ads Keep Spreading, but are Consumers Immune?"