Resource title

The agenda-setting power of stakeholder media (RV of 2009/62/TOM/ISIC)

Resource image

image for OpenScout resource :: The agenda-setting power of stakeholder media (RV of 2009/62/TOM/ISIC)

Resource description

This article considers how “stakeholder media” – media produced and controlled by stakeholders with the purpose of affecting public opinion or attitudes of other actors towards issues or organisations – can exert a powerful influence on firms by setting the public agenda and framing a company’s corporate social responsibility (CSR) initiatives in ways desirable for those stakeholders. We observe that research on agenda-setting, which is largely based on studies of traditional news media, generally ignores the increasingly powerful reach and impact of media controlled by stakeholders. Hence, based on a case study of BP’s CSR campaign “Beyond Petroleum”, we propose a new model that addresses agenda-setting by stakeholder media. The model captures distinct agenda-setting as well as framing techniques used by stakeholder media to put pressure on BP’s “Beyond Petroleum” rebranding campaign. We thus aim to advance extant agenda-setting concepts by demonstrating how stakeholder media ultimately exert different, and in some ways stronger, influences on firms than traditional news media.

Resource author

Resource publisher

Resource publish date

Resource language


Resource content type


Resource resource URL

Resource license

Copyright INSEAD. All rights reserved