ABSTRACT
Since the early 1970s, agenda-setting theory has been one of the most infl uential paradigms in the fi eld of mass communication. Over 350 studies have been conducted worldwide, which have generated data that support the theory’s central hypothesis: media sets the public agenda, telling people “what to think about” (Cohen, 1963, p. 120). This study applies agenda-setting theory to the fi eld of corporate reputation. As scholars discover signifi cant applications of agendasetting theory in the corporate world, the salience of corporate institutions has been scrutinized in international markets.
