Agenda-setting Theory - Non-Political Application

Non-Political Application

McCombs and Shaw originally established agenda-setting within the context of a presidential election. Many subsequent studies have looked at agenda setting in the context of an election or in otherwise political contexts. However, more recently scholars have been studying agenda setting in the context of brand community. A brand is defined as what resides in the minds of individuals about a product or service. Brand community is described as a "specialized, non-geographically bound community based on a structured set of social relations among admirers of a brand." Under these definitions more than just material products can qualify as a brand, political candidates or even celebrities could be viewed as a brand as well. The theory can also be applied to commercial advertising, business news and corporate reputation, business influence on federal policy, legal systems, trials, roles of social groups, audience control, public opinion, and public relations.