Agenda setting how to#

The second level of agenda-setting theory argues that the media tells people not only what to think about but also how to think about it. The paper contributes to the understanding of the factors behind fashion service brands' CSR reputation, highlighting how the three main sources of CSR reputation (company reports, news and social media) emphasize different types of agendas. Insight into such agendas can be used to tailor the brands' communication strategies. The paper highlights how fast fashion service brands can identify and understand different CSR agendas arising around their brand. The authors highlight themes in the individual topics that are emphasized by the three sources, and discuss how CSR themes emerge in the overall transformative agenda. The results feed into the ongoing discussion about how companies' CSR communication relates to communication in the press and among consumers. Twitter showed more activity in discussing incident-based and emotionally charged topics. News media tended to report on economic issues, treatment of employees and specific CSR-related events. The brands' own communication puts emphasis on environmental responsibility. Results showed differences in how much the three sources emphasized topics. The STM analysis extracted 26 different CRS-related topics from the texts. The texts included 89 items of company communication (CSR reports and press releases), 5,351 news media articles about the brands' CSR efforts and 57,377 consumer generated tweets about the brands. The authors use structural topic modeling (STM) to analyze a corpus of texts focusing on the CSR efforts of three major fast fashion service brands over three years. possible mismatches in CSR communication around service brands by studying differences between the three main sources of fast fashion brand-related CSR agendas: Autonomous company communication, news media and social media postings by consumers.

Consumers' impressions of CSR efforts arise based on agendas communicated through many channels from different sources. Comparing the three countries, the study also found that national economic and political development level and international relations were relevant to understanding media salience and public perception of foreign countries.Ĭorporate social responsibility (CSR) is an increasingly important issue for service brands in fast fashion retailing, as consumers' negative impressions about retailers' CSR activities influence brand experience. The results indicate that both negative news and positive news influenced respondents’ evaluation of country image and firm attractiveness the negativity bias was associated with political country image, and the positivity bias was associated with eco-technological country image, affective country image and firm attractiveness the effect size of media salience on affective country image was higher than on eco-technological and political country image.

It examines the media effect on the public perception of three large emerging countries (China, India and South Africa) and their firms. This study adds to the literature by looking at how the positive-negative asymmetry varies with the characteristics of the objects.

Although negativity bias is well-documented in media and communication studies, negative news may not always be more influential than positive news.