This book draws on agenda setting theory to examine how cultural organizations relate to media in order to increase their visibility, valence, and eventually build their public image. Most organizations have a keen interest in their symbolic presence, as their media visibility influences public knowledge, perceptions and even behaviors. Diminished public funding, in combination with the global proliferation of cultural entities, creates a competitive environment, leading to a transformation of cultural industries. In the book, several questions are under scrutiny: How do cultural organizations acquire symbolic significance? How do they become prominent in media content? Which mechanisms and processes should be examined by cultural managers as they set out to achieve salience? Is there a relationship between media and public salience? In other words, if an organization becomes symbolically prominent, in what ways is the public influenced, both in terms of perceptions as well as behaviors?
Table of Contents
Introduction: Leisure Time, Creative Industries and Urban Transformations
1. Agenda Setting Theory: A Brief History
1.1 Agenda Setting Influences at Different Levels
1.2 Fragmentation of Agendas and Specialized Interests
1.3 Organizations and Agenda Setting
1.4 A Shift Toward Culture
1.5 What Drives the Agenda Setting Process?
1.6 Cultural Agenda Setting: Motivations and Orientations
2. Cultural Markets, Organizations and Experiences
2.1 Developments in the Cultural Domain
2.2 Cultural Industries and Cultural Theorists
2.3 Cultural Attributes
2.4 Concluding Remarks about Prominent Attributes in the Cultural Domain
3. Cultural Segmentation and Media Agendas
3.1 Segmented Agendas
3.2 Multiculturalism and Cultural Agendas
3.3 Concluding Remarks
4. Cultural Agendas, Digital Technologies and Media Platforms
4.1 The Transformation of Cultural Production
4.2 A Record of Digital Transformations
4.3 The New Agendas
5. Agenda Setting Influences and Effects in the Cultural Domain
5.1 Cultural Hierarchies and Prominence
5.2 Salience: An Evolving Construct
5.3 What are the Main Influences of Cultural Agenda Setting?
5.4 Organizational Agendas and Media Agendas
5.5 Cultural Agenda Setting and Future Explorations
5.6 Third Level and Agenda Melding
Philemon Bantimaroudis is a Professor in the Department of Cultural Technology and Communication at the University of the Aegean, Greece. He holds a Ph.D. from the University of Texas at Austin, U.S.A. (1999). He was a Visiting Professor at Northern Michigan University, U.S.A. (1999-2000), the University of Cyprus (2012-2013) and an Academic Visitor at Cambridge Judge Business School, University of Cambridge, U.K. (2008). His research interests include media and culture, political and international communication.