Setting Agendas in Cultural Markets

<p>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?</p>