The Role of Affect in Agenda Building for Public Relations

Ji Young Kim · Spiro K. Kiousis

35 citations0/0 files storedJournalism & Mass Communication Quarterly

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Public Relations and Crisis Communication Media Studies and Communication Corporate Identity and Reputation

Abstract

Grounded in an agenda-building framework, this experiment manipulated two dimensions of affective attributes—valence and arousal—from a corporate blog message to examine their influence on corporate reputation and stakeholder engagement. Overall, the findings showed significant valence effects on reputation and engagement, while arousal effects were only present on corporate reputation. This study adds empirical evidence to the explication of agenda building by focusing on affective attributes and by testing the compelling-arguments hypothesis concerning the role of affective attributes’ (second level) impact on object salience (first level).

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References

1993Framing: Toward Clarification of a Fractured Paradigm 1996Reputation: Realizing Value from the Corporate Image 1964The Press and Foreign Policy 1991Agenda Dynamics and Policy Subsystems 1993The Evolution of Agenda-Setting Research: Twenty-Five Years in the Marketplace of Ideas 2003The Effects of Source Credibility and Message Framing on Exercise Intentions, Behaviors, and Attitudes: An Integration of the Elaboration Likelihood Model and Prospect Theory1 1995The effects of emotional arousal and valence on television viewers’ cognitive capacity and memory 1996Increasing the Persuasiveness of Fear Appeals: The Effect of Arousal and Elaboration

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