Cultural agenda setting: salient attributes in the cultural domain

In this paper, we propose that agenda-setting theory also applies in the cultural domain of human activities. We argue that because cultural goods have high levels of relevance and uncertainty, their potential consumers will experience a high Need for Orientation (NFO), which will make them seek information in the news media, just like they do when faced with an NFO in the political domain. Moreover, we expect that agenda-setting theory would apply in the cultural domain in a more fragmented manner and that within the cultural domain it would apply differently in various cultural sub-domains. To build our argument, we draw from media, cultural studies and marketing literatures