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 YouTube-all in support of the same candidate. The setting for this investigation was the political activist organization MoveOn.org's ''Obama in 30 Seconds'' online ad contest, which was held during the 2008 U.S. presidential election primaries. The data provided evidence of first-and second-level agenda-setting relationships. Partial correlations revealed that the citizen activist issue agenda, as articulated in the contest ads, was most strongly related to the partisan media coverage, rather than to the issue priorities of the official Obama or MoveOn.org ads on YouTube. These results extend the intermedia agenda-setting framework to political activist communication efforts and consumer-generated content.
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 indicate that the brand community, when divided by various demographic measures into subgroups, reflects attribute agendas that remain similar to the aggregate brand community agenda.
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